Licensees will have an unprecedented chance to show the trade is ready for a more relaxed licensing regime during what is expected to be their busiest week of the year.
With the Queen's Golden Jubilee celebrations starting on Monday and extended hours for pubs until 1am on Tuesday as well as many pubs opening early for World Cup matches next week, licensees have never been busier.
Trade leaders believe this is the best chance for publicans to show the government extended hours and responsible promotions do work.
"Hopefully the weather is going to be good and this will be a bumper bank holiday for licensees," said Georgina Wald from the British Institute of Innkeeping. "Pubs are going to be opening early and closing late and it's the nearest we've come to licensing reform since New Year's Eve."
"Licensees must see this as a chance to show they have a pivotal role in the community and that pubs are fun, sociable and safe places to be - not something that should sit in opposition to residents."
The government has watched previous extensions for New Year's Eve celebrations closely and there is no doubt that the extensions for the World Cup and the Jubilee will be monitored and used in discussions about licensing reform - by those for and against the changes.
Industry leaders are urging licensees to act responsibly during the celebrations to prove that licensing reform can work.
The British Beer and Pub Association (BBPA) has issued guidance for licensees on how to run responsible promotions.
Spokesman Mark Hastings said: "We know licensees are planning some great promotions for the World Cup and the Jubilee but what we're saying is bear in mind that certain promotions with certain customers run the risk of trouble."
Publicans are being encouraged to run promotions over longer periods of time and to include soft drinks in happy hours.
The guidance points out that the shorter the happy hour and the cheaper the drinks, the more likely it is that people will drink excessively.
It also recommends not linking promotions to uncertain events - such as goals scored in a football match.
But because all pubs are different and all customers want different things the BBPA admits there are no hard and fast rules about running promotions.
"Licensees must retain the flexibility to plan their own promotions, as they know their customers best," said Mr Hastings.
"We want to make promotions smarter and the guidance gives best practice examples so publicans can plan a promotion that will be appealing to their customers, but will not result in anti-social behaviour or alcohol misuse.
"This is particularly important during the World Cup and the Jubilee when pubs will be watched closely by the government "
Best practice for promotions:
- Providing bar snacks can help slow down the rate of alcohol absorption
- Stretching happy hours over a longer time discourages bingeing
- Avoid discounts linked to unpredictable events - such as goals during a football match