As the World Cup kicks off, Liverpool City Council is encouraging fans to enjoy the atmosphere while knowing when to ‘call it’ on drinking to look after themselves and their mates.
The ‘Call It! Enjoy More, Drink Less’ initiative, delivered in partnership with Merseyside Police, Liverpool John Moores University and the Police and Crime Commissioner, aims to support safer nights out during one of the busiest periods for the city, while reinforcing Liverpool’s reputation as a Purple Flag city committed to a safe and vibrant night-time economy.
With thousands expected to head into the city centre, pubs and bars to watch matches, the message is clear: the campaign isn’t about not having a drink, it’s about having the awareness, confidence, and agency to recognise when enough is enough.
Liverpool sees thousands of alcohol-related hospital admissions each year and more than 8,000 alcohol-related crimes, with pressure on venues, emergency services and city centre safety increasing during busy periods and major events. Alcohol is also a factor in many violent incidents, with greater impacts felt in more deprived communities, contributing to widening health inequalities.
Simple actions, like recognising when a friend has had too much to drink or deciding to skip another round, can help prevent harm and keep nights out enjoyable.
Cabinet Member for Health, Wellbeing and Culture, Cllr Harry Doyle, said:
“Liverpool is known for its energy, culture, and hospitality. We want people to enjoy everything the city has to offer, especially during major events. This is about striking the right balance. Having fun while making sure we’re all looking out for each other, so everyone gets home safely.”
Director of Public Health for Liverpool, Professor Matt Ashton, said:
“We want people to come into the city, enjoy themselves and be part of the atmosphere. This campaign is focused on helping people make informed choices, like knowing when to stop, and looking out for friends. That’s key to reducing harm and making sure everyone has a positive experience.”
Sergeant Craig Carmichael from Merseyside Police said:
“Most people enjoy a night out without any issues, but alcohol can sometimes play a role when situations escalate. Recognising when enough is enough, and supporting friends to do the same, can prevent incidents and help us keep everyone safe.”
Under UK licensing law, it is illegal to serve alcohol to someone who is drunk, with venues at risk of fines or a review of their licence. It is also an offence to buy alcohol for someone who is already drunk, with individuals facing fines of up to £1,000.
Jenny Coyle from Liverpool’s Alcohol and Tobacco Unit said:
“Licensing laws are there to protect people. This message helps both staff and the public understand their responsibilities, whether that’s refusing service or not buying drinks for someone who has had too much. It’s about creating safer environments for everyone.”
The “Call It! Enjoy More, Drink Less” message brings together partners across the city to support safer drinking, provide staff with the tools they need, and ensure Liverpool remains a place where people can celebrate safely during major events and beyond.
This work also reinforces Liverpool City Council’s Road Safety message: if you’re drinking, don’t drive. With more than 1,600 arrests for drink or drug driving in 2024 and dozens of collisions linked to impairment, more than half involving alcohol, planning ahead is essential to making sure everyone gets home safely.
Find out more: https://liverpool.gov.uk/enjoymoredrinkless
