A national responsible-drinking campaign has received overwhelming support from the hospitality industry, including brewers and wholesalers.
The launch event for the campaign at the Lion and Pheasant Hotel, in Shrewsbury. Left to right are duty manager Scarlett Moss, reception manager Faye Glassey, Steve Tuck (Santa) of Wenlock Spring, and Vicki Bristow of West Mercia Police
Venues and suppliers are rallying behind the Only One for the Road campaign. It is promoting premium alcohol-free options and raising awareness of the dangers of drink-driving this festive season.
Fronted by British spring water brand Wenlock Spring, the campaign is in its third year and is designed exclusively for the hospitality sector.
It urges venues to highlight the breadth and quality of their non-alcoholic offering, helping to make responsible decisions visible, accessible, and appealing.
The campaign has secured support from industry partners including Unitas members, independent food and drinks wholesalers, as well as brewers Frederic Robinsons, Arkell’s, and Titanic.
Powerful reminder
“Raising awareness of the dangers of drink-driving is crucial, especially at this time of year, and we all have a role to play in keeping our roads and communities safe,” said David Bremner, director of marketing at Robinsons Brewery.
“It’s also a simple but powerful reminder that great hospitality means looking after every guest, including those choosing not to drink alcohol.
“Across our pubs, we’ve seen growing demand for quality alcohol-free options, and campaigns like this help ensure those choices feel just as special and considered as any other drink on the bar.”
Jonathan Wright, head of retail at Titanic Brewery, added: “After seeing the incredibly positive impact of The Only One for the Road last year, we are proud to be supporting the campaign again this year and offering a non-alcoholic alternative across our pubs and bod café bars.”
