The Hotel du Vin in Brighton is launching a free drinks Happy Hour promotion for three consecutive Wednesdays, starting 3 December.
But, before the health lobby jump down their throats, it is all in a good cause.
House beer, wines and spirits will all be free between 5.30 - 6.30pm for three Wednesdays, but with two caveats:
Punters will have to dress up at Father Christmas (or an Elf) and bring a children's gift with them, worth about a tenner.
The hotel will donate all the gifts to a local children's hospital in time for Christmas Eve.