It was to be a model village, founded by George Cadbury according to the principles of Quakerism: peace, social justice — and sobriety.

For over a century the trustees of Bournville, in Birmingham, have fought to keep it that way — to keep the village free of pubs, off-licences and the temptations of alcohol.

Now, they fear, the end is nigh. Tesco has applied for a licence to sell alcohol in a new store on the edge of the village.

A spokesman said the super-market chain was simply seeking to “provide a choice” for its customers. The trustees are appalled and the villagers are up in arms.

“We can be quite clear on what George’s feeling would be on this,” said Alan Shrimpton, director of estates for the Bournville Village Trust. “He would be turning in his grave.”

The founder of the Cadbury’s empire began building Bournville in the shadow of his chocolate factory in 1878. He sought to provide pleasant, affordable housing for his workers with gardens to cultivate and parks in which to stroll.

“George Cadbury was never against alcohol itself,” Mr Shrimpton said. “But he fought to change the living conditions which forced the working class to turn to drink.”

The trust he set up to run Bournville ensured that no pubs were built, nor off-licenc-es established, and there were strict guidelines governing any alterations to properties, ensuring that even the houses retained a sober appearance.

Then Tesco arrived. The company applied to build a Tesco Express on the site of a disused petrol station, just outside the estate. On January 29 it sought a licence to sell alcohol there.

“The Express store will be open seven days a week, 12 hours a day, selling alcohol,” Mr Shrimpton said. “We will oppose this all the way. You can expect residents to be putting up barricades and we will be right behind them.”

A petition was set up; public meetings were convened. Nigel Dawkins, a councillor who has lived in the area for two decades, said: “Feelings are running high on this. Everyone I meet objects to it.”

Residents fear that an off-licence, even on the borders of their village, could spell social ruin. “Look at what has happened in Cotteridge,” said a newsagent, who did not wish to be named. In that suburb, just to the north of Bournville, alcohol has been blamed for a spate of antisocial behaviour and police imposed a dispersal order to tackle a growing culture of street drinking.

The newsagent was gloomy. “People are worried this will bring the area down,” he said. “We’re protesting, but it won’t do much good. Tesco is a multi-billion-pound company.”

Louise Naylor moved with her family to Bournville because “it was quiet and safe so we could bring up our children in peace”. She thought an off-licence would fuel antisocial behaviour. “We will be scared to go out of our homes.”

In the pubs to which Bournville residents escaped yesterday for a lunchtime drink, the mood was more equivocal, and at the working men’s club, Les Smith, 71, voiced cautious support. “They wouldn’t let us have a fish and chip shop or a take-away,” he said. “But I don’t have any objection to the off-licence. It’s a sign of modern times.”

Battling the demon drink

In 1893 Richard Cooper founded the resort of Frinton-on-Sea, Essex, and outlawed pubs. The Lock and Barrel eventually opened in 2000

In 1850 Titus Salt, an advocate of abstinence, founded Saltaire, West Yorkshire, for mill workers. When pubs arrived, one was named Don’t Tell Titus

In 1890 Olive Talbot, a devout Christian, provided land for a high street in the Welsh mining town of Maesteg, provided that no alcohol was sold there. In 2002 an Indian restaurant won the right to serve alcohol

Source: Times database