24-hour booze delivery services The Beer Baron and The Blind Pig are under threat of closure, as the NSW government seeks to close a loophole in liquor licensing laws which allows them to trade unlicensed.

The operators — who use Facebook, websites and word of mouth to market their services — are reportedly exploiting known loopholes in NSW laws, which allow them to sell alcohol without a liquor license, as long the sales are treated as "gifts".

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It is illegal to sell takeaway alcohol after midnight, including deliveries, but the NSW Office of Liquor, Gaming and Racing (OLGR) wrote to the owner of The Beer Baron, Jed Clarke, effectively giving him permission to operate without a licence.

A spokesman for NSW Tourism and Hospitality Minister George Souris said the beer barons had "brought into disrepute" liquor licensing laws.

"[Mr Souris] has contacted the Office of Liquor, Gaming and Racing and he has demanded that they take immediate action to investigate the matter and that an urgent report be provided to him at the earliest opportunity," he said.

"If there is a loophole, it will be closed."

A spokeswoman for the OLGR said an investigation was in progress but she would not confirm when a report would be provided to the government.

Mr Clarke has been operating for more than a year without any problems with the OLGR. He employs three private contractors to make deliveries and said he receives most of his business after midnight, when takeaway alcohol shops are forced to close by law.

In an interview with Fairfax Media, Mr Clarke confirmed that he had been contacted by the OLGR, but said that "everything is running smoothly".

But not all is lost. In the midst of this controversy, another new startup, JimmyBrings.com.au, is ready to make its debut. The brainchild of Sydneysider, Nathan Besser, Jimmy Brings is an alcohol delivery service that promises to deliver alcohol and cigarettes to people in Sydney's east and CBD within 30-45 minutes.

Jimmy Brings is a fully licensed service, and will therefore only deliver until midnight.

"We developed Jimmy Brings because there is a market for real-time alcohol and cigarette delivery, and we operate at all times within the law," Mr Besser said.

"We are concerned the actions of other operators may foster a false impression about our licensed, professional service."

What do you think? Is it time to rethink liquor licensing laws in NSW?

Should The Beer Baron and Blind Pig be granted a liquor license and be allowed to continue operating? Could these types of services put an end drink-driving and alcohol-fuelled violence in bars?

Have your say below…