Brigid Simmonds made the comments after research by the AA revealed that one in five motorists had driven the morning after a night of heavy drinking despite knowing they could still be over the limit.
Of almost 2,000 drivers interviewed in the AA-commissioned poll, almost a third (29%) of 24 to 34-year-olds confessed to drinking and driving the following morning when they shouldn’t have.
Men were also found to be 50% more likely than women to get behind the wheel the next day after an alcohol-fuelled night, the findings showed.
'Publicans can help spread the message'
“While it must always be up to the individual to ensure they are below the limit, both on the night and after, publicans can and do help with spreading the message around how much you drink, especially at Christmas,” Simmonds told The Morning Advertiser.
"There are ways to help spread the word, such as simply chatting with customers, through soft drinks promotions and designated driver campaigns.”
Edmund King, president of the AA said drivers need to be aware that even if they were sensible not drinking and driving on the night of the party, their revelling could still land them in hot water the following day.”
‘Sleeping, drinking or coffee won’t sober you up’
“Everyone’s body reacts differently to alcohol, so it will take differing lengths of time for it to clear your system. You may not feel any symptoms of being over the limit. Likewise sleeping, drinking coffee or having a cold shower won’t sober you up any faster.”
Budweiser is encouraging people to pre-plan their journeys throughout the festive season.
During December, the AB InBev-owned beer brand is offering new Uber users free rides home when they sign up and use a Budweiser promotional code.