Pubs, clubs and off-licences can now apply for 24 hour drinking licences under new rules introduced today.
In one of the biggest shake ups to the drinks trade for over forty years, businesses selling alcohol can put in a request to their local authority to open for extended opening hours.
The flexible hours will be effective from November when the Licencing Act 2003 comes into force.
Despite claims by medical experts that the new rules will encourage binge drinking and anti-social behaviour, the government is adamant that the changes will actually reduce it.
In addition, police and local residents in England and Wales will be able to challenge licence applications.
Fines for premises serving children will also be increased from a maximum £1,000 to £5,000, with police given greater powers to shut down any licensed establishment with a growing reputation for alcohol-related misbehaviour.
Tessa Jowel, Culture Secretary, said: "Alcohol-fuelled disorder denies the law-abiding majority of the pleasure of a quiet night out. This is why the status quo is not an option.
"We are not, and never have, promoted 24 hour drinking - that is a myth. We are promoting flexible hours to reduce violence at 'last orders'.
"This will put a long needed end to the double madness of people gulping two or three rounds to beat last orders and then all being chucked out at the same time."
In related news, recent research suggests that, while many premises will look to extend opening hours at weekends, the majority do not favour staying open around the clock.
The British Beer and Pub Association (BBPA) said last month that none of its 30,500 members want to stay open for 24 hours.
Many believe it is not commercially viable as wage increases for staff will be required to encourage them to work unsocial hours.