A bar in New York has decided to reward its heavier drinkers by passing out prizes ranging from a novelty beer to round-trip airfare to California.

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Regulars of the Pacific Standard bar say the prospect of winning prizes simply by drinking has its allure, at least more than your usual supermarket rewards program, the New York Daily News reported Sunday.

"There's more chance I'd use this rewards card than a supermarket loyalty card," regular Colin Cheney said.

John Rauschenberg, a co-owner of the bar, said regulars will be able to save up points through purchases and cash those points in for a variety of prizes.

"It's the stuff that's going to embarrass us that I expect people will be cashing in their points for," Rauschenberg told the Daily News. "I don't expect to see anybody saving up the 7,000 points needed to fly to California, but I might be wrong."

The bar owner added that the sales campaign was created to help the bar stand out from its competitors and was not aimed at promoting heavier drinking.