The Hamilton pub, which changed hands earlier this year, is going all out to shed its reputation for having a down market clientele.

In the past, the bar has had problems with unruly drinkers and has been the scene of a number of violent incidents, including stabbings.

New owner Mrs. Cathy Ferreira, who bought out her co-partner Mr. Dennis Carter in March, has decided a change of image is needed.

The Ram's Head's name is being changed and major refurbishments are being carried out, albeit some of it at the behest of Government health inspectors.

Mrs. Ferreira was unavailable for comment but a spokesman for the pub who asked not to be named said yesterday: "The whole business is being spruced up. We're trying to upgrade everything and, hopefully, attract a different clientele.'' The pub is currently closed most days while work is being carried out, opening for business at 5 p.m. and going on until its liquor licence expires at 3 a.m.

The day-time closure has eaten into the Ram's Head's pizza delivery trade, which has been stopped during the lucrative lunch-time period until the work is completed.

"We're losing money through the lack of pizza sales,'' said the spokesman.

"But the changes have to be carried out. We cannot continue to serve food while work is going on in the kitchen.'' Kitchen improvements are being made after recommendations from health officials, who visited the pub for a check up.

"There's no problem at all,'' the spokesman added. "They took a look around and made a few suggestions and we're making changes accordingly. The inspections are designed to be helpful more than anything else.'' The Ram's Head hopes to have all its changes completed over the next few weeks, at which time it will revert to its full licensing hours of 12 noon to 3 a.m.