The City of Fremantle wants to water down liquor giant Dan Murphy's signage at its new booze barn in South Fremantle.
The Woolworths-owned, liquor behemoth is planning to build a massive bottle shop at the corner of Hampton and Douro Roads.
Fremantle council originally tried to kybosh the liquor store, but Dan Murphy's scooted off to the State Administrative Tribunal, which gave it the go ahead.
Fremantle council may have lost that battle, but deputy mayor Josh Wilson wants Dan Murphy's famous catch phrase "lowest liquor price guaranteed" removed from the signage.
Even though Dan Murphy's has already got the green light to build its grog shop, it has to apply to the city for signage on the site.
Councillor Wilson said a "liquor supermarket" shouldn't make its pitch on the basis of having the cheapest alcohol.
"In consideration of the city's Alcohol Management Policy and the considerable negative social and community impact of dangerous alcohol consumption, the text "lowest liquor price guaranteed" or any equivalent claim shall not form part of the approved signage," he told Fairfax Media.
"There has to be shared responsibility when it comes to reducing the enormous community harm that occurs through alcohol consumption, and I'd rather see liquor supermarkets do their part in the way that liquor is marketed".
Councillor Wilson even came up with an alternative slogan for the signage:" Why not say 'best service guaranteed," he said.
"It may not be the biggest issue in the world but I think we need to take a better approach to the way alcohol is marketed across the board, and that includes signage in local communities".
Dan Murphy's has been contacted for comment.
