Thousands of JD Wetherspoon customers will get discounts on air travel in a £10m promotion for the company's "spirits festival".
Punters receive a voucher offering £10 off flights booked with holiday firm Airtours every time they upgrade from a standard spirit to a premium brand.
Up to 20 vouchers can be used on a single flight purchase. One million vouchers have been
sent across all 657 Wetherspoon pubs.
So far, around 3,000 customers have made enquiries about discounts, according to JDW's senior marketing manager Ashley Halliday, who said the aim was to get punters trying different spirit brands.
"The feedback has been very positive. People have been
moving from Smirnoff to Absolute Vodka with their vodka Red Bulls, and they have been trying different whiskies," said Halliday.
"It's a pretty easy win for the customer - spend 20p more and you get money off a holiday."
The vouchers are available for the duration of Wetherspoon's spirits festival, which ends this coming Sunday.