Producers want to create a party atmosphere on the show and have built a Big Brother pub, which will allow the housemates access to alcohol around the clock if they win tasks and don't break the rules.
The Only Way Is Essex's Amy Childs, Pamela Anderson, X Factor duo Jedward and Kerry Katona are among the contestants rumoured to be taking part in the Channel 5 reality show, which returns later this month.
Channel 4 was often criticised in the early years of the programme for allowing the housemates to drink excessively. Incidents such as Jade Goody's stripping naked in Big Brother 3 and 'Fight Night' in Big Brother 5 followed evenings of boozing from the contestants.
In more recent series, the broadcaster reduced the alcohol available to the housemates.
Endemol and Channel 5 want to bring back housemates "getting drunk" and "randy", according to the Daily Star, and are hoping the stars will "let slip some of their sauciest secrets".
Celebrity Big Brother launches on Thursday, August 18 at 9pm on Channel 5.
Watch the Channel 5 Big Brother trailer below: