Additional reporting by Charlie Carey

Divisive plans to sell alcohol for 12 hours a day at a “beautiful and peaceful” family beach have sparked a strong public backlash.

Joss Bay Surf School has unveiled proposals to serve beachgoers from its shack in Broadstairs until 10pm in a bid to boost revenue.

But its licensing application launched to Thanet District Council (TDC) has ignited complaints from those who believe excessive drinking could spoil the area’s tranquillity.

Speaking to KentOnline at the beach on Wednesday, Sarah Ryder, 30 and from Whitstable, said: “Joss Bay is such a beautiful, unspoilt beach, and if you’re selling alcohol to people, it means a lot more waste and rubbish going into the sea.

“Because it’s so secluded, you can only really drive here – the buses don’t run that late – and I think that will lead to more people drink-driving.

“I’m just not sure if I’m in support of it, if I’m being honest.”

The school wishes to sell booze off-premises throughout the week from 10am - 6pm between November and March.

But from April until October, the hours would extend until 10pm which, some beachgoers say, “feels excessive” - especially with lifeguards finishing duty four hours beforehand.

David and Jane Orman, a couple in their 60s from Folkestone, told KentOnline the scheme’s success hinges on “how it is policed”.

“We take our granddaughter here because it’s nice and secluded,” they said.

“You’ve got your lifeguards, but lots of drunk people would take away from it being a nice family beach.

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“We’re not against people enjoying themselves – a beer on the beach isn’t the end of the world – but 10pm feels excessive.”

Earlier this month, surf school director Sam Berry revealed alcohol would be served from the venue, dubbed ‘The Store,’ in disposable cups.

And should plans progress, the firm’s application states, staff will tackle increased waste by cleaning up the 200-metre stretch of sand each day.

Within the three official objections, one resident opposed the plans in especially strong terms, citing potential danger to children.

“I am aware that the general public may bring alcohol onto the beach, but this would be limited to what they have brought,” they wrote in a letter to the council.

“Having a premises selling alcohol means that there would be an unlimited supply.

“There are very few public toilets, which are often locked at 6pm, meaning the likelihood is that people will urinate in the alley leading to the beach or on the beach while inebriated.

“Children should be allowed to enjoy the beach free from drunks or high-spirited youngsters and adults.

“Inebriated adults will again take away from the ambience of the beach.

“Children should be allowed to be children without the worry of this business selling alcohol.”

Currently, only the Joss Bay Cafe sells refreshments, such as sandwiches, soft drinks and ice cream, but no alcohol.

The only other businesses are the surf school, located opposite the cafe, a deckchair hire stand and a children’s corner.

As well as surf lessons and board hire, the surf school also hosts occasional events and community activities.

Alcohol, according to official documents, would be served in plastic cups, meaning drinks could be taken directly onto the beach.

The shack, located under the ladies’ toilet block on a slope down to the bay, has planning consent to operate as a refreshment outlet, though not for hot food.

The surf school says the premises will be manned at all times, drinks will not be sold in glass containers, and most customers are “likely to consume their drinks near the surf shack”

It also claims the nature of its operations and clientele is not likely to cause crime or disorder.

In its application, it states: “The Surf School is very popular... the premises are likely to close when the weather and any lack of surfing activity dictate.

“The hours sought are the maximum and not necessarily reflective of daily operations.

“The operators are responsible people and the hours sought are not likely to generate public nuisance.”

According to the surf school, they already operate throughout the year and believe the expansion would not only meet customer demand but also “enhance” the overall visitor experience.

The proposed outlet would continue with a focus on surfing, and the owners argue alcohol sales would remain a complementary, not dominant, part of the business.

A final decision on the application is expected to be made at a licensing meeting held by TDC on June 25.

Joss Bay Surf School has been approached for a comment.