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.
Primarily targeting 17 to 24-year-old men, who 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.
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