Drink-drivers face being banned from every pub in Newcastle-Under-Lyme for life under a tough new scheme.
The 24 pubs in the town centre will be issued with photos of motorists found guilty of drink-driving over the festive period by Newcastle Borough Council and Staffordshire police.
Licensees have agreed to the scheme under the Borough's Safer Communities Partnership.
Our message to motorists is, that if they are convicted of a drink drive offence in Newcastle this December they will be banned from every pub in the town centreCllr Phil Maskery
"The vast majority of people behave responsibly with regard to alcohol consumption and driving," said Cllr Phil Maskery.
"However, there are still people who believe it is acceptable to drink and then get behind the wheel.
"These drivers not only put themselves in danger but they are also a danger to other road users and pedestrians. We are working with colleagues in Pubwatch to show that this type of behaviour is just not acceptable.
"Our message to motorists is, that if they are convicted of a drink drive offence in Newcastle this December they will be banned from every pub in the town centre.
"And depending on the seriousness of the offence - they could be banned for life.
"It just isn't worth the risk so what we are asking drivers to do is leave their car at home if they are planning to have a drink."
Pubwatch support
David Gregg, chair of the Newcastle Pubwatch scheme, added: "On average there are 50 road deaths a year in Staffordshire which can be attributed to drink driving.
"That is 50 deaths too many and licensees feel it is appropriate to take a stand and do their bit."
Members of the group will meet in the new year to consider what length of ban to impose on any driver convicted in December.