Captain Morgan campaign tackles drink-driving
Diageo-owned Captain Morgan 0.0% has launched a campaign to help reduce drink-driving, fronted by TV and radio personality Sam Thompson.
Captain Morgan 0.0% has teamed up with Think! 0%, a nationwide initiative from the UK government’s Think! road safety campaign, and the former Made In Chelsea star, to launch ‘Captain of the Night’.
The campaign launches following government data that revealed that more than 4,000 drink-drive collisions took place in Great Britain in 2023.
The campaign therefore seeks to encourage young drivers to have both a great time and a safe time when enjoying social occasions in pubs and bars, by choosing non-alcoholic serves over their boozy counterparts – a sentiment mirrored by Think! 0%, which encourages drivers to always choose alcohol-free drinks if they are planning on getting behind the wheel.
‘Captain of the Night’ highlights that pub-goers can have a fun night out without compromising or missing out when drinking alcohol-free options such as Captain Morgan 0.0%.
Sam Thompson has been named as the ‘captain of the night’ in what has been described as a ‘natural partnership’.
As part of the campaign, Captain Morgan 0.0% has partnered with Stonegate Pubs to emphasise the importance of responsible drinking as the festive period approaches.
Drivers can claim a free Captain Morgan Spiced Gold 0.0% and Cola by simply showing their car keys and a QR code displayed on the Mixr app at one of the 579 participating Stonegate Pubs across the UK.
Nin Taank, marketing manager, Captain Morgan, said: “Drink-driving remains a cultural issue that continues to put lives at risk, which is why we believe it is important to be partnering with Think! and Sam Thompson for a second time to raise awareness and drive change.
“We want to show people that with great tasting alcohol-free serves like Captain Morgan 0.0% and Cola, you really don’t have to drink alcohol to enjoy a great night out with your crew. We hope to make choosing alcohol-free drinks a social norm by inspiring more people to switch to Captain 0.0% when getting behind the wheel.”
Captain Morgan 0.0% includes ‘all the fun and flavour’ of Captain Morgan Original Spiced Gold without the alcohol, making it the ‘perfect alternative’ for any occasion. As such, hospitality venues can tap into the increasing popularity of rum by giving those looking to moderate a way to still enjoy their favourite drink.
Drink-driving among young drivers in Great Britain is a particular issue late at night or in the early hours of the morning.
In 2023, 56% of drink-drive collisions involving drink-drivers under 25 years-old occurred between 10pm and 4am, compared with 38% for all drink-drivers.
Captain Morgan says it is therefore a matter of safety for those holding the keys, their peers, and for hospitality venues to ensure customers are acting responsibly around driving, as even a small amount of alcohol when driving is ‘not worth the risk of the potential consequences’.
The legal limit
In England, Wales, and Northern Ireland, the limit is 80mg of alcohol per 100ml of blood, or 35 micrograms of alcohol per 100ml of breath.
In Scotland, the limit is lower at 50mg of alcohol per 100ml of blood, or 22 micrograms of alcohol per 100ml of breath.
In August it was announced that the government is considering reducing the drink drive limit in England and Wales to match that of Scotland.
However, as alcohol affects everyone differently, and factors such as weight, age, metabolism, gender, and whether you’ve eaten recently can influence how quickly an individual processes alcohol, it is often very difficult for someone to determine if they are over the legal limit.
According to the government website: “There are strict alcohol limits for drivers, but it’s impossible to say exactly how many drinks this equals – it’s different for each person.”
Drinkaware UK, a charity focused on reducing alcohol-related harm, added: “It isn’t possible to work out how many units of alcohol will put you over the limit”.
Lilian Greenwood, local transport minister, said: “We are determined to make our roads safer for everyone. Drink driving is completely unacceptable, and even a small amount of alcohol before driving can have devastating consequences.
ok“This partnership between Think! 0% and Captain Morgan reminds drivers that they can still enjoy their nights out, while keeping themselves and others safe.”
Melanie Ball, head of partnerships and delivery, Stonegate, commented: “We are so proud to be the pub partners for Captain Morgan and Think! 0%’s ‘Captain of the Night’ campaign, involving over 575 of our locations across the country.
“This is such an impactful and important campaign to bring to the forefront conversations around the dangers of drink driving and pressure around alcohol on nights out.
“As hospitality venues, it is our responsibility to make sure our customers are not only having a good time catching up with friends but are being safe. Options like Captain Morgan 0.0% provides a solution for those not drinking alcohol to not feel like they are missing out on the fun – and can still enjoy their favourite serve whilst making responsible choices.”
For details on drink driving laws and penalties, visit www.think.gov.uk.
To find your closest venue of the 579 participating Stonegate Group venues, visit the Mixr app.
In 2023, the Scotch Whisky Association created responsible drinking campaign, which aimed to raise awareness of the alcohol content of drinks and recommended weekly units.
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