Savvy bar owners and pub landlords are getting round the government's new coronavirus 10pm curfew by opening early and luring in customers for all-day booze binges.
Venues are offering unlimited cocktails from 10am and half price drinks to beat the coronavirus control measures which will could see Brits sozzled before lunch, let alone night time.
Popworld bars in York and Liverpool will open their doors to drinkers from 4pm until 10pm on Fridays in a bid to get the cash registers ringing.
The bars are also touting a thirst-quenching 50% off drinks offer until 8pm.
Caribbean restaurant Turtle Bay, which has branches all over the country, is offering a "bottomless brunch" with unlimited cocktails from 10am.
It wrote on Twitter: "Guess we'll just have to start a little bit earlier then Boris…"
The Drapers Arms in Hackney, London, have also put out a call to drinkers to start their nights on the town earlier.
The pub said: "Our booking system remains open until 9pm.
"Apart from anything else we remain a pub and you are still welcome to come and just have a drink.
"We've got a few bottles that would struggle to last 59 minutes. I also think if you walk in, sit down and order a steak and a glass we could get that done."
But experts fear encouraging Brits to start on all-day benders will help spread the virus.
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Thousands of revellers were seen heading for the Tube in central London last night at the same time after they were all booted out of pubs at 10pm.
Footage shows drinkers packing into stations after last orders were called. A woman who filmed the scenes said it was the busiest she had seen central London in months.
It has sparked fears Boris Johnson’s 10pm curfew on hospitality venues could be a massive own-goal.
City inspectors will be on patrol to make sure venues are sticking to the new rules, which also include table-service only.
But people working in the hospitality industry blasted the new measures and accused the government of further crippling an industry which is already on its knees.
“It’s f**king stupid,” said Patrick Powell, head chef of restaurant Allegra in London.
“We have businesses on their knees now having to open early and offering discounts to get people in. Last night it was relaxed here. There weren’t problems with customers, but nobody wanted to go home. We had to ask them to go and it was such a shame. We’re going to lose so much money and for what? I’ve seen no science or reasoning. It doesn’t make logical sense.
“We’ve all seen the pictures of people all flooding out at 10pm. That can’t be good. It should be staggered. The weekend could be worse – or people don’t go out at all. The Government has to change its mind. A lot of people are very angry about this.”
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