Pernod backs Christmas anti drink-driving campaign

Pernod Ricard UK has partnered with roadside assistance company AA to launch a Christmas anti drink-driving campaign that encourages motorists to not drive the morning after a heavy night of drinking.

Jameson Irish Whiskey is the face of a new Christmas campaign aimed at deterring drink drivers

According to a survey by the AA, nearly a fifth (19%) of drivers have taken to the wheel the following morning after a night out despite knowing they could still have too much alcohol as dictated by law in their system.

In addition, the survey showed that in a bid to combat being over the legal drink drive limit, drivers employ tactics such as drinking lots of water or eating a greasy fry-up.

Now, in an effort to make motorists aware of the dangers of drink-driving the roadside assistance company and Pernod Ricard have launched a digital campaign fronted by Jameson Irish Whiskey.

Aimed at young adults aged between 18 and 24, adverts will appear on websites with messages such as: “Driving? Enjoy Jameson some other time.”

“This year we are using the Jameson brand to grab the attention of young adults who may be tempted to drink-drive,” said Denis O’Flynn, managing director of Pernod Ricard UK. “It’s clear that a lot of people are making the right choices but often they don’t realise the dangers of driving the morning after a night of festivities.

“The Christmas period is a key time for our trade customers and they can also play a role in encouraging people to make sensible decisions when it comes to driving.

“We would suggest implementing simple ideas in pubs and bars, such as having a local taxi list available on the bar or allowing customers to leave their car in the car park overnight to collect later the following day.”

The survey also showed more than half (54%) of drivers take measures to avoid drink driving by agreeing a designated driver.