Forestry England plans for a Harry Potter-themed winter illuminations event at Cannock Chase have failed to conjure up a premises licence to allow alcohol sales and recorded music.

The family event, inspired by Harry Potter and the Forbidden Forest from the book and film series, included plans to sell mulled wine and hot chocolate with Bailey's as well as Butterbeer – a drink enjoyed in the fictional wizarding world.

But Cllr John Parkes, a member of Cannock Chase Council's licensing sub-committee, branded Butterbeer – a non-alcoholic drink on sale to Harry Potter fans in the non-magical world – "horrendous".

The applicants were also questioned on what other alcoholic drinks would be on sale at the winter event, besides mulled wine and hot chocolate with Bailey's, after Cllr Parkes said "normal men" would not be drinking such beverages.

More than 75 people objected to the premises licence application, with concerns including noise, traffic, and ecological issues. It initially sought permission for alcohol sales between 3.30pm and 10.55pm Monday to Sunday and playing of recorded music and films between 3.30pm and 11pm every day.

The film provision was later removed from the application and proposed alcohol sale and recorded music times reduced to 10.30pm.

The licensing sub-committee heard that the proposed licence start date was 1 October, with the event intended to run until 3 January, 2027.

The magical theme of the proposed illuminations event was revealed at the hearing.

It involves event production company Culture Creative Limited which has previously run seasonal attractions at iconic venues such as Kew Gardens and Blenheim Palace.

Emily Sewell, from Culture Creative Limited, told the hearing: "Our proposed event is a temporary illuminated light trail.

"During the event, members of the public will walk along a designated pedestrian route, with illuminated features depicting scenes from Harry Potter and the Forbidden Forest.

"Entry to the light trail will be through a pre-booked time slot.

"Background incidental music will be used in limited areas of the site and event audio will be shut down by 10.30pm each night.

"Food and drink will be available for visitors before and after the trail, at temporary food and drink concessions with limited associated seating areas.

"In our experience of running these events one-in-five visitors consume any kind of alcoholic beverage and there will be tea, coffee, and winter warmers.

"Free parking will be offered to all visitors to the trail.

"As it is staggered entry, visitors will not all leave at the same time, and in our experience less than three per cent of visitors will be dropped off and collected."

Jon Payne, representing applicant Forestry England at the hearing, said: "It's very much a family-orientated event.

"The amount of alcohol consumption is very small, served from limited outlets in the forest, and not available throughout the site.

"There is a robust set of conditions, amplified by event management plans to ensure that there is no adverse impact on the licensing objectives.

"If there were impacts there are a number of resources available.

"I understand there are worries about change.

"My clients do not want to enter into a situation where there is difficulty and inconvenience provided to local residents."

Four local residents spoke out against the proposals at the hearing which was also attended by more than 20 other people who sat in the public gallery.

Committee chair Cllr Maureen Freeman told the meeting the panel was "not minded to grant the licence as requested" after taking more than two hours to consider its decision.

Slitting Mill residents highlighted previous issues they had experienced during the staging of Forest Live concerts, which have been running at Cannock Chase for 20 years and started off as a two-night event each year but has since been expanded to five consecutive nights.

They added that there were also other regular users of facilities at Cannock Chase Forest, such as mountain bikers and families, who would be visiting at the same time as the proposed winter event.

Kerry Davies said: "What happens if a child goes missing at the event?

"That requires a clear answer and I'm still concerned that's too vague.

"I don't think you should encourage people to drive to an event, have a drink, and then drive home.

"That's putting children in danger.

"I'm asking you to look at the woodland as it is through the eyes of a child.

"We don't need Harry Potter, it's already a magical place.

"We're not trying to be killjoys, but the woods can be challenging at night – it's dark and it's dense.

"Add alcohol and the risks multiply – must we tell our children that every event we do should be soaked in alcohol?"

Fellow resident Glenn Kirkham said: "This is not five concerts, which we have experienced, but from October through to January.

"I know people who leave the village for five nights and the site is five metres from a resident's home.

"After dark is when residents of the area expect to enjoy peace and quiet.

"Residents are concerned about lights shining into bedrooms and repeated vehicle noise and they have experienced problems at previous events including noise, parking problems, and anti-social behaviour."