Portman Group pushes 'I'll be DES'

The Portman Group has teamed up with Britvic Soft Drinks and the Union Pub Company (UPC) to promote 'I'll be DES' this Christmas.

The designated non-drinking driver campaign will hit 250 UPC pubs, with each receiving a free case of J20 to pass on to their customers, courtesy of Britvic.

Other companies, including Interbrew UK, Mitchells and Butlers, Greene King, Youngs, and Enterprise Inns are also supporting the campaign, ensuring thousands of their outlets are promoting the designated driver concept this year.

Welcoming the initiative, The Portman Group chief executive, Jean Coussins, said: "Drivers should always take the soft option and never drink and drive. Christmas and New Year can be a time when it's very tempting to over-indulge. If you are not driving, it's important to pace your drinking, and if you do have the car, you can still enjoy your night out with soft drinks instead of alcohol.

"We are delighted to be working with Britvic and The Union Pub Company to give licensees the chance to reward socially responsible designated drivers."

I'll be DES packs are now available to all licensed premises free of charge. The kits contain a bright poster, postcards and an attractive dispenser, key-rings, button badges and an information sheet.

The campaign is also supported by the British Beer and Pub Association and the European Union, and was identified by the Government's Alcohol Harm Reduction Strategy as a campaign which as many pubs as possible should take part in.

Over 12,000 I'll be DES licensee packs were distributed to the licensed trade last year with orders on schedule for this Christmas and New Year to hit the 20,000 target.