Star Pubs and Gov target young males in drink-drive campaign

Star, which is the pub arm of Heineken UK, is leading the charge to urge customers to rethink their motor vehicle driving plans by drinking Heineken 0.0 alcohol-free beer.

The collaboration is a reminder to pubgoers that even a small amount of alcohol can have significant consequences and continues the Government’s longstanding THINK! campaign.

Launched at the Two Bridges pub in London Bridge by Future of Roads Minister Lilian Greenwood, the new campaign encourages younger drivers, in particular, to enjoy 0% options this festive season.

Star Pubs will distribute 400 PoS kits to pubs that include high visibility items, designed to attract customers’ attention when ordering - these include font wobblers, staff T-shirts, posters and drip mats.

Over-represented group in deaths​

THINK!’s new campaign is targeting male drivers aged between 17 and 24 – an age group over-represented in deaths and serious injuries involving drink-driving.

It highlights the potential consequences of drinking even a little before driving, including losing your licence, injuring yourself or others and the knock-on impact on their personal lives.

This follows research highlighting that 50% of THINK!’s target audience go out intending to be sensible but then get carried away. In 2022, 79% of drivers involved in drink-drive collisions were male.

The campaign features illustrations and animations showing a driver’s licence disappearing into a pint of beer, with this year’s tagline Drink a little. Risk a lot.​, and will run across many mediums including social media, online video, billboards near to pubs and bars, and in-venue posters and beermats.

Greenwood said: “Drink driving ruins lives, but even one or two drinks could cause a young person to lose their licence, restricting their freedom to work or meet up with friends.

Ideal alternative​

“This is a welcome campaign from THINK!, using everyday names such as Heineken, to remind drivers of 0.0% options before they buy an alcoholic drink.”

Heineken UK corporate affairs director James Crampton added: “When you are driving, Heineken 0.0 is the ideal alternative to your alcoholic drink.

“People can still be part of the round, with a pint or bottle in hand, and importantly be safe to drive – for themselves, their passengers and other road users.

“We are delighted to partner with THINK! and use the power of our brand to bring the message to millions more pubgoers to make them stop and think that when you drive, never drink.”

Fuller’s and the British Beer & Pub Association are backing the campaign.