PUB-GOERS are being encouraged by a national chain to enjoy even more alcohol in a January sale - but health officials urge drinkers to consider cutting down.
Seven J D Wetherspoons venues are selling a range of drinks at a discounted price, including lager, ciders and wines as well as strong spirits like vodka and rum.
But health bosses have warned that drinking more can lead to illness and make people more vulnerable.
Managers at selected venues have reduced the price on a range of drinks from today until January 18.
The participating pubs are: The Standing Order in High Street, The Giddy Bridge in London Road and The Admiral Sir Lucius Curtis in Canutes Pavilion, Ocean Village, all in Southampton, as well as The Bright Water Inn in Shirley Road, Shirley, The Wagon Works in Southampton Road, Eastleigh and The Lord Arthur Lee and The Crown Inn, both in West Street, Fareham.
This comes just days after New Year’s Eve, which saw a constant calls to the city’s ambulance service for alcohol related incidents.
A spokesperson for the South Central Ambulance Service said: “As you would expect over indulgence of alcohol can not only put greater pressure on our services but can also put individuals at risk of injury or illness as a result and can make people very vulnerable.“
Despite a recent drop in consumption, people in the UK drink more than in the 1980s and alcohol is now more affordable than ever.
There are more than one million hospital admissions relating to alcohol each year.
A spokesperson for Public Health England said: “The harm alcohol causes is much wider than just on the individual drinker.
"Excessive alcohol consumption can harm children, wreck families, impact on workplace colleagues and can be a burden and drain on the NHS and economy.
"It hits poor communities the hardest.”
Discounts vary depending on the drink, but on average prices are ten per cent cheaper.
The Giddy Bridge manager, Christopher Cooper, said: “Department stores and shops hold their sales in January, so it is the perfect time to have a sale in the pub too.
“The range of drinks on sale is aimed at suiting a wide variety of tastes.I believe that the January Sale will prove popular with our customers.
“As always, staff at the pub will serve customers responsibly.”