Global alcohol and pub brands, including Heineken and Fuller’s, have joined the government’s new THINK! campaign to encourage young drivers to stick to 0% options this Christmas.
The aim is to promote the safe driving message inside pubs and bars – with the aim of reducing incidents involving drink drivers.
The campaign is primarily targeting 17 to 24-year-old men, as they are overrepresented in deaths and serious injuries involving drink-driving.
UK drink driving research shows young men underestimate the risks of having a few drinks.
According to the latest statistics, in 2022, 79% of drivers involved in drink-drive collisions were male.
As a part of the new campaign, there will be 0% branding including THINK! drink-drive messaging on pub equipment and t-shirts worn by bar staff.
The Future of Roads Minister, Lilian Greenwood, visited The Two Bridges pub in London Bridge earlier this month to pour a 0% pint, meeting with Heineken UK to discuss the importance of safe driving.
Greenwood said: “Drink-driving ruins lives, but even one or two drinks could cause a young person to lose their licence – restricting their freedom to work or meet up with friends.
“This is a welcome campaign from THINK!, using everyday names to remind drivers of 0% options before they buy a pint.”
James Crampton, Corporate Affairs Director at Heineken UK, said: “When you are driving, Heineken 0.0 is the ideal alternative to your alcoholic drink.
“People can still be part of the round, with a pint or bottle in hand, and importantly be safe to drive – for themselves, their passengers, and other road users.
“We are delighted to partner with THINK! and use the power of our brand to bring the message to millions more pub-goers to make them stop and think that when you drive, never drink.”
THINK! is also launching a new advertising campaign this Christmas season called ‘Drink a Little. Risk a Lot’.
This campaign will remind drivers in the UK that even a couple of drinks before driving could harm others or cause drivers to lose their licence.
RAC road safety spokesperson Rod Dennis commented: "Our research shows young drivers are significantly more likely to admit to drink-driving than other age groups, with casualty figures similarly high, so we fully support THINK!’s latest campaign. At the same time, we know how much young drivers value the enormous freedom that comes from having access to a car, and in many cases depend on it if they live outside a major city.
"Having the freedom to get behind the wheel taken away is probably unthinkable to most people, but could well become a reality for anyone who decides to drive after having a drink.
"Everyone responds to the effects of alcohol differently, so the message to young drivers is clear – drinking a little risks a lot, so it’s best to steer clear altogether if you’re the designated driver."
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