Mayor Diver, who is chairman of the local Civic Alcohol Forum, says Derry must been seen as a "clean, safe and vibrant region with a responsible attitude to alcohol."

"During my year as Mayor, I will be working closely with the Civic Alcohol Forum to help raise awareness of the need to change the current alcohol culture and to initiate a process of cultural change that will create a responsible position for alcohol use within societal priorities.

These are mighty challenging aims that some may say cannot be achieved but as a the first citizen of the City and more importantly as a parent

"I want to do all that I can to ensure that our future generations are protected from the harmful effects of alcohol and that they have a healthier relationship with alcohol than most adults do in our present day society."

The Mayor says everyone has a part to play in embracing a more responsible attitude to alcohol consumption.

"I would encourage the public to look at our own relationship with alcohol and the role we play as an adult or a parent in giving a good example to our children in your consumption of alcohol so that we can start to create a more appropriate position for the use of alcohol in our daily lives, " he said.

"Over the coming months, I hope to take a leading role in taking forward the initiatives of the Civic Alcohol Forum, in particular the work to support parents as role models to their children and as guardians of their children's current and future health.

"I also wish to establish the North West as a leading area in the UK and Europe for ensuring reduced alcohol-related harm and increased social responsibility in relation to alcohol, the Mayor concluded.."