SHEPHERD Neame has called for a crackdown on irresponsible supermarkets and retailers after new licensing rules come into force.

The brewer has spent around £400,000 gearing up for the controversial changes that took effect on November 24. All 378 Shepherd Neame pubs have applied for licensing extensions, typically to midnight between Sunday and Thursday, and 1am at the weekend.

None wants to trade for 24 hours and the brewery claimed that not all would open for the maximum period every day.

Chief executive Jonathan Neame rejected claims that the changes would fuel a surge of binge drinking and cause disturbance to residents.

He was more worried about the licence applications by 24-hour supermarkets – an estimated 350 – and other retailers. He claimed that binge drinking was exacerbated by the purchase of cheap booze in supermarkets.

Making alcohol available for longer in supermarkets was more a cause of concern than pubs opening extra hours.

He said: "The challenge for anyone in authority is distinguishing between the irresponsibility of the industry and the irresponsibility of the retailer.

"If there is evidence of irresponsible retailing from the supermarkets or the pubs, then the police and other authorities have the power to shut them down, and we fully support that."

George Barnes, Shepherd Neame’s property director, said it would be harder for a bad retailer to behave irresponsibly. "If they do, we know where they are," he said.

Residents could also apply for a review of licensing hours by rogue pubs.

Mr Neame said he had opposed the changes, mainly because of cost and bureaucracy, but now they were in place, it was sensible to see how they worked in practice.

"People will see for themselves whether the Act is going to accelerate Hogarthian drunkenness or whether there will be little change."

He added: "The vast majority of licensees are thoroughly responsible people and the vast majority of consumers consume alcohol in a responsible, civilised way."