Birmingham's binge-drinking image is to be tackled head on by a new forum of city centre landlords which aims to raise the profile of bar and nightclub areas outside of Broad Street.
Birmingham Association of Bartenders (BAB) hope to improve the city's reputation by focusing on bars in the retail and professional quarter.
The forum has been set up by Julian Gibbs and Carl Hawkins who recently became joint managers of Red Bar & Lounge on Temple Street. The body includes bar managers from Birmingham's 'golden mile', Broad Street, but more emphasis is to be placed on areas outside the traditional entertainment district.
Mr Gibbs and Mr Hawkins, who previously worked at two of Broad Street's most prestigious venues, launched the forum after they became concerned about Birmingham's poor image for nightlife.
Birmingham was recently rated a disappointing eighth in the league of British cities for a night out in a recent report in Flavour magazine - one of the country's most authoritative drinks industry journals.
However, the Red bosses believe the drinks sector should capitalise more on the strides Birmingham has made in its restaurant and retail sectors.
They also want to deflect attention away from Broad Street's boozy image and focus on drinking in a "civilised, upmarket atmosphere".
Mr Gibbs, formerly of Bank, in Brindleyplace, said: "As a city we are already overturning national preconceptions over food and shopping quality.
"Now is the time for the drinks sector to do likewise.
"In addition to the products we offer, this means addressing wider concerns, for example over binge drinking and irresponsible bar culture, he added.
"We want Birmingham to be recognised as a great destination for having a drink and a good time in a civilised, upmarket atmosphere.
"And we want to focus on the whole range of bars and venues, throughout the professional, entertainment and retail districts - not just a single strip along Broad Street."
BAB has already confirmed a schedule of weekly meetings which will explore how the city's drinks industry can raise standards of knowledge and service through ongoing training and education.
Mr Gibbs, together with Mr Hawkins who previously worked at Zinc in Broad Street, have 20 years of leisure and entertainments experience between them.
Mr Gibbs added: " We believe passionately that Birmingham's bars and clubs must project a better image to the outside world.
"The massive growth in the leisure and entertainment industry over recent years is well documented. But for lasting success, quantity must not be achieved at the expense of quality."
Broad Street recently became a Business Improvement District, which will see more than £2 million pumped into the area over the next five years.
A manager is currently being recruited to oversee the transformation of the area.