Members of Wolverhampton Council’s licensing sub committee granted a premises licence to Rhys Linton to run Irrhysponsible Drinks, in Brantley Avenue in Finchfield.
But Mr Linton was told he would have to change the name of the shop as well as a number of other conditions such as reduced hours and appropriate CCTV inside to address concerns raised.
Objections had been made by licensing, police, trading standards and public health, while ward councillor Jonathan Crofts made representations on behalf of residents.
The hearing on July 12 was told Mr Linton had started trading before obtaining a licence and he had been caught selling to a 16-year-old in a test purchase carried out by trading standards.
Councillor Crofts said people were concerned about nuisance, litter and parking problems arising as a result of the business opening in the “pleasant residential area”. He also said the company’s social media campaigns promoted an irresponsible attitude towards alcohol.
Public Health officers added the name “Irrhysponsible Drinks” would encourage inappropriate alcohol consumption.
But Mr Linton and his representative apologised for past issues and said they had introduced a string of measures to avoid any problems in the future.
They also agreed to reduce opening hours to operate from noon to 9pm seven days a week, install CCTV inside the premises and change the name – which Mr Linton had trademarked – to something deemed more appropriate.
The representative said: “There is no intention to sell any other products others than the freshly made, high quality cocktails that Mr Linton has created.
“It is felt the premises would add value to the local area by providing high quality products for residents to enjoy in the comfort of their own home.
“Mr Linton has agreed to change the hours, no concerns have been made by environmental health with regards litter and noise as raised in representations made by members of the public which don’t contain any substantive evidence from our opinion.
“Underage sales were made and we do acknowledge that was done and we are very sorry about it.
“Changes have been made for that to ensure it wouldn’t happen again with a Challenge 25 policy and a refusals book put in place as well.
“The sales made prior to obtaining a licence, they were before he did the qualification.
“He realised what he was doing was wrong and at that point stopped the sales and went through the process. He does acknowledge what he did was wrong there.”