THE credit crunch could lead to a rise in drunken violence over the festive season as clubs and bars aggressively slash prices, the Westcountry's police chief has warned.

Stephen Otter, Chief Constable of Devon and Cornwall, has issued stark advice to revellers and licensees as evidence begins to emerge of a "price war" between some nightclubs in the run-up to Christmas.

The party season is notoriously busy for the force, with 56 crimes related to alcohol or violent premises reported last New Year's Eve – almost double those of an ordinary Friday in February.

Police figures also show there were almost twice as many incidents of domestic violence over last year's holiday period.

In response, police have a stronger presence on the streets, with shift changes meaning 70 per cent more officers – up to 20 more – on duty in Plymouth between midnight and 3am.

But Mr Otter is particularly concerned this year as the stresses of the economic downturn combine with cheap, strong alcohol as businesses strive to attract custom.

Mr Otter, who has made tackling alcohol-related violence one of his top priorities since he came into post a year ago, said: "I'm concerned about the way the recession has already affected the price of liquor. A price war is starting to emerge, particularly in some of the clubs.

"We are working with our licensing partners to ensure that pubs and clubs behave responsibly, and we will be looking at using licensing legislation if they don't."

Mr Otter said police and local authorities had the power to carry out a review of any establishments where they could prove that heavy discounts had added to causing disorder.

He said that it could result in a ban on them making offers such as two drinks for the price of one.

Traditional Westcountry pub landlords have also claimed that "insane" discounts in supermarkets are killing trade in the hubs of community life.

Barry Lewis, chairman of the Barnstaple and North Devon Licensed Victuallers Association, said: "Mr Otter also warned drinkers to behave responsibly to avoid harm, or the possibility of spending Christmas in a police cell.

"Drunken behaviour can lead to an increase in the risk of becoming an offender or a victim of violent or sexually-motivated crime.

"The message for me is to have a great time – police officers and their partners are by no means spoiling the fun for those who want to go out.

"But just be careful about how much you drink. A hospital ward or a police cell is the last place you want to be at Christmas," he said.

Don Shenker, chief executive of Alcohol Concern, said: "Everyone likes to let their hair down at Christmas and enjoy the extra socialising that comes with the festive period.

"But every year, party-goers are faced with stronger, cheaper and more readily available alcohol than ever."

He warned that 10 million people nationwide now fell into the "hazardous drinker" category, meaning they regularly exceeded Government drinking guidelines. In the early hours of weekend mornings, 70 per cent of accident and emergency admissions were alcohol-related, he said.

"Shops and bars are competing for customers at this time of the year, enticing them with cheap alcohol sold in bulk and happy hours and discounted drinks, but it is the drinkers who take advantage of these who end up losing out."

He urged revellers to decide how many drinks they were planning to have and stick to the number. Other advice includes eating before going out, avoiding buying drinks in rounds and drinking plenty of soft beverages.

Supermarkets claim their discounted alcohol is bought by customers as part of a weekly shop and consumed responsibly over a period of time.

Mr Lewis criticised "insane" supermarket price cuts, which he said were putting the traditional pub way of life at risk.

He said: "Our members act very responsibly in policing the sale of alcohol and its consumption.

"But once it has left the supermarkets, where's the control?"