SOUTHAMPTON’S top health chief says lives are being put at risk by the city’s alcohol price war.

Dr Andrew Mortimore today backed calls to hike the cost of drinks being served in Southampton’s pubs, bars and clubs.

It comes after a Daily Echo investigation yesterday revealed discount drinks had fuelled a surge in crime Southampton City Council and Hampshire police want licensees in the popular nightspot to agree to a minimum pricing pledge.

Dr Mortimore, Southampton City PCT’s public health director, said increasing the cost of booze would cut alcohol-related deaths.

“The lure of cheap offers and special promotions will be too strong for many people to resist, which is exactly what the promoters are hoping for,” he said.

“The opportunity to keep on drinking what feels like a cheap deal can have serious and disastrous consequences. It is entirely irresponsible to encourage higher alcohol intake by very low pricing.” Drinks promotions such as £1 vodka mixers, 2-4-1 deals and free shots have seen Tuesdays – a designated student night – become one of the most popular nights of the week.

Police figures show violent crime and disorder in Bedford Place has jumped 66 per cent, while this year’s intake of university students have been branded the worst ever by angry local residents.

Under a radical proposal, one of the first of its kind in the country, prices will not drop below £1.50 for a spirit and mixer that contains at least 40 per cent alcohol.

However, bar bosses contacted yesterday said the pricing pledge would only be a success if it was introduced across the entire city.

Our investigation continues inside today's Daily Echo, including stories on:

• Tsar to clean up night life
• Call for more bars to face reviews

Stories in yesterdays Daily Echo:

• Are students out of control?
• How did it get so bad?
• The benefits of a large student population
• Will price hikes solve the problems?
• Students have their say
• Police view on the booze problem
• Harassed by drunk students after heart surgery
• The cost of the clean-up
• Why is booze so cheap on weeknights?

Jonny Lees, manager of The Buddha Lounge in Vernon Walk, said: “It has to be across the whole city. They cannot just target Bedford Place because once we raise prices our trade will move elsewhere.”

A spokesman for Carlton Place venue Ninety Degrees added: “Minimum pricing can only be agreed if it goes city-wide. If we increase our prices in Bedford Place the problem will just move to Oceana (Leisure World) or Bevois Valley.”

Their view was backed by Councillor Royston Smith, deputy leader of Southampton City Council.

“This should be at the very least city-wide, but it would have to be voluntary and the trade would have to lead,” he said.

However, Dr Nick Sheron, a liver and alcohol expert at Southamp-ton General Hospital, said it was supermarkets and off-licences that should be targeted.

He said a minimum price of 50p per unit would reduce alcohol-related deaths by 3,000 and cut alcohol-related admissions by almost 100,000 across Britain.

“A minimum price would have a big impact on people drinking very heavy amounts of the cheapest alcohol,” he said.

Simon Aston, manager at Junk nightclub in London Road, said his venue would “fully support” the minimum pricing proposal.

Management at Revolutions, Reflex and The Rhino Club were all unavailable for comment last night.