An addiction counsellor has been jailed for his ninth drink-driving conviction - and has failed to avoid publicity that would make a "joke" of his business.

Mark Andrew Steven, 52, has struggled with alcoholism and has been on the methadone programme for drug addicts - and now faces a nine-month jail term for his repeated drink-driving.

Steven's lawyer, Judith Walshe, asked Christchurch District Court Judge Phillip Moran for final name suppression for Steven, telling him: "His business would be a joke if this was made public."

The judge replied: "There is absolutely no case for me to order final name suppression."

He noted that Steven had previous convictions with high alcohol levels, including 1200mcg and 1216mcg to a litre of breath. The legal limit is 400mcg. He had a 2007 conviction for which the level was 279mg to 100ml of blood - more than three times the 80mg limit.

The Probation Service had recommended a term of home detention, but the judge said he could not accept that because deterrence was a paramount objective. The offending warranted imprisonment.

"I understand that this will have a severe effect on your business, but that's not a matter that weighs with me, frankly," he told Steven.

Walshe had suggested there should be a term of community detention and community work, and name suppression.

She said that before this "relapse", Steven had obtained a counselling diploma and had come to Christchurch to set up his business to help people with addictions to prescription drugs.

"That's his specialty. That's what he wants to do."

Steven had gone to dinner with a friend, had a drink, and carried on drinking.

At 5am on May 17 he was caught driving the wrong way along a one-way section of Cambridge Tce with his lights off.

He had an alcohol level of 747mcg.

Walshe said he had been going the wrong way because he had been lost at the time.

"He is extremely disappointed with himself. To say he's embarrassed would be an understatement."

The judge told Steven: "You are a man who has obviously had a big fight with alcoholism, and with other addictions. You were on the methadone programme until November last year."

He said a jail term was warranted because of personal deterrence, general deterrence and community safety.

He disqualified Steven from driving for two years.