ONLY a handful of pubs in Worcester have signed up to the "I'll be Des" campaign designed to stamp out Christmas drink-driving.
Chicago Rock has promised free soft drinks to designated drivers over the festive season, provided they hand car keys to staff at the start of the night.
But police have revealed that, despite packs being sent to most city pubs, the venue is one of the only ones to respond.
"It'll ensure the area's a safe place to celebrate the party season," said Rob Dunphy, of the News Street bar.
"It's a two-pronged thing," added a West Mercia police spokesman, who said the force supported the Portman Group's campaign.
"It's asking pubs to support the campaign by offering free soft drinks to drivers and giving out badges and hats with the slogan 'I'll be Des' to those designated as drivers.
"It's a commercial decision for the pubs, but I'd have thought it was in their interests to sign up. We'd encourage all pubs and clubs to support it, because it will ensure that their customers get home safely."
The Portman Group's Andy Ford branded the take-up in Worcester as "disappointing", even though 20,000 pubs had signed up nationally.
But Mike Stevens, chairman of Worcestershire's Licensed Victuallers' Association, hit back.
"It's a wonderful idea in principle, but in practice it's impractical," he said. "Who's going to pay for the soft drinks?
"Believe me, the licensed trade isn't in the best of shapes. A lot of licensees are struggling to make ends meet.
"This isn't a sob story - you've only got to look at the number of pubs for sale to see that.
"Premises which can afford to charge higher prices for drinks can afford to give soft drinks away. Your average pub can't charge those prices. Financially, they just can't do it."
Mr Stevens attacked the campaign's idea that the onus should be put on pubs to stop drinkers sitting behind the wheel.
"They're all adults," he fumed. "So it's their responsibility not to drive.
"Not only is drink-driving a criminal offence, it's a terrible thing to do."
n Opinion: P6
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