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.
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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.
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.
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.
