A national responsible-drinking campaign has received overwhelming support from the hospitality industry as venues and suppliers rally behind efforts to promote premium alcohol-free options and raise awareness of the dangers of drink-driving this festive season.
Pubs, bars, restaurants, brewers and wholesalers across the UK are backing ‘The Only One for the Road’ campaign, which encourages customers, especially designated drivers, to make positive, responsible choices during one of the busiest periods of the year.
Fronted by British spring water brand Wenlock Spring, the campaign is in its third year and is designed exclusively for the hospitality sector. It urges venues to highlight the breadth and quality of their non-alcoholic offering, helping to make responsible decisions visible, accessible and appealing.
The campaign has secured support from industry partners including Unitas members, independent food and drinks wholesalers, as well as brewers Frederic Robinsons, Arkell’s and Titanic.
David Bremner, Director of Marketing at Robinsons Brewery, said: “We’re proud to support ‘The Only One for the Road’ campaign again this year. Raising awareness of the dangers of drink-driving is crucial, especially at this time of year, and we all have a role to play in keeping our roads and communities safe.
“It’s also a simple but powerful reminder that great hospitality means looking after every guest, including those choosing not to drink alcohol.
“Across our pubs, we’ve seen growing demand for quality alcohol-free options, and campaigns like this help ensure those choices feel just as special and considered as any other drink on the bar.”
Jonathan Wright, Head of Retail at Titanic Brewery, added: “After seeing the incredibly positive impact of ‘The Only One for the Road’ last year, we are proud to be supporting the campaign again this year and offering a non-alcoholic alternative across our pubs and bod café bars.”
Roger Young, Head of Sales at independent wholesalers, Young’s Beers, Wines & Spirits, said: “At Young’s, we’ve spent more than 15 years supporting pubs, clubs and restaurants across our region, and we’re proud to stand behind Wenlock Spring’s ‘The Only One for the Road’ campaign.
“As a supplier to the hospitality sector, we recognise the vital role venues play in promoting responsible drinking, particularly at this time of year.
“Supporting responsible choices is not only good practice, it strengthens our industry and keeps our communities safer. We’re delighted to help champion a message that aligns with our values and supports the venues we work with every day.”
As part of the campaign, which has also secured support from the police and road safety groups such as RoSPA and Road Safety GB, Wenlock Spring is also providing point-of-sale materials such as beer mats, posters and tent cards for venues to encourage customers to enjoy drinking responsibly with Wenlock Spring Water.
Matthew Orme, Director at Wenlock Spring, said: “We’ve been overwhelmed by the level of support for the campaign this year, and it’s fantastic to see so many respected businesses helping to drive the message forward.
“Rather than focusing solely on the risks associated with drink-driving, this year’s campaign places greater emphasis on encouraging venues to promote responsible drinking and provide positive, enjoyable non-alcoholic alternatives for customers.
“Choosing a non-alcoholic option should feel every bit as celebratory. Beautifully served in a stemmed glass and enjoyed perfectly chilled, Wenlock Spring – still or sparkling – offers a thoughtful alternative that elevates the moment and lets every guest share in the festive atmosphere.
“With the right presentation, spring water also becomes more than just a table essential – it becomes a third stream of revenue for venues alongside food and alcohol.”
The campaign comes as the latest Department for Transport figures show that in 2023, an estimated 260 people were killed in collisions involving a driver over the legal alcohol limit. While the figure represents a 14 per cent decrease from 2022, it remains higher than a decade ago, underlining the continued importance of responsible-drinking awareness.
For more information or to get involved in the campaign, email bottles@wenlockspring.co.uk
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