Men will be able to buy the impotence drug Viagra over-the-counter in Britain for the first time starting on Valentine’s Day, drugstore chain Alliance Boots said.

Three Manchester Boots pharmacies will sell the drug, which is normally prescription only, made by U.S. drug group Pfizer in an over-the-counter pilot programme starting February 14.

Men between 30 and 65 years suffering from erectile dysfunction will be able to buy four Viagra pills for 50 pounds ($97) without having to get a prescription from a doctor first.

Instead, they will have a private consultation with a Boots pharmacist, when their medical history will be checked and measurements taken of their blood pressure, cholesterol and blood glucose levels.

On a return visit patients will see a private doctor to ensure they are suitable for a further supply of pills.

“By creating a service that is easily accessible on the high street we hope that we help many more men seek help for a very common condition,” Boots Director of Healthcare Alex Gourlay said on Sunday.

He said it was estimated that only one in 10 men suffering from erectile dysfunction were currently being treated.

Boots already offers similar services for weight loss, hair retention and chlamydia treatment.

A national roll out of the Viagra service will be assessed later in the year.