The Grand National sponsor has mounted a high-profile poster campaign in Liverpool urging Aintree race goers to think about their alcohol intake at the three-day event which begins on 12 April.
Posters and rail ads on the route from the city to Aintree and sites in and around the world-famous Liverpool racecourse will carry racing-themed responsible drinking messages such as ‘Get Home Straight’ and ‘Too much makes the going soft’.
Heineken spokesman David Jones said: “The John Smith’s Grand National meeting is one of the greatest sporting spectacles in the world and we want everybody to enjoy it to the full.
"The posters will serve to remind more than 150,000 race goers to pace themselves over what is likely be a long day and drink responsibly so neither they or their friends miss a minute of this amazing occasion.”