STAFF and regulars at The King Alfred pub in Winchester have got a bitter taste in their mouths after discovering tourist bosses' plans to chop their namesake from city logos.

King Alfred, one of the greatest figures in British history, is best known for defeating the Vikings and ruled the kingdom of Wessex from Winchester during Saxon times.

But now it looks like he could be toppled by something tourism chiefs consider being a bit more up-to-date.

The city council believes the Alfred logo places too much emphasis on the city of Winchester rather the district as a whole and ignores its modern attractions such as the Intech Centre at Morn Hill.

Eleanor Miles, manager at The King Alfred in Hyde, said: "I think it's a bit silly. People recognise Winchester through King Alfred and it brings people in.

"We have had people stay specifically at the pub who have come all the way from the USA because of the history of Winchester and King Alfred."

The pub is more than 100 years old and contains a host of King Alfred pictures and a big shield.

"It's unbelievable anyone would even think to do it and it will cost a lot of money," added Eleanor.

The Daily Echo has launched a fight to 'Save Our King' and urges its readers to join the campaign.

Reaction is already beginning to arrive to news of the city council's plans. Hazel Ponsford, of Ashurst Bridge, near Totton, said she grew up in Abbey House, the mayor's official house in The Broadway. She could look out of her window at the king's statue only yards away. Mrs Ponsford, 75, said: "Winchester is synonymous with Alfred. Perhaps as your editor said it is a ploy by the council to get more attention on Winchester?"

Peter White, 80, retired postman, of Whitworth Road, Bitterne, Southampton, said: "I'm furious. It is completely idiotic. You can't get rid of Alfred. The place would not be Winchester."

John Gordon, 72, of Hammonds Way, Totton, said: "His role now should be enhanced and not pushed aside. Whoever thought this up should be put in the stocks."

Call Sarah Jones at the Daily Echo office in Winchester on 01962 854355 or e-mail the address above with your thoughts on the issue.