Hospitality sector urged to promote responsible drinking as national festive campaign return
Hospitality businesses are being encouraged to champion responsible drinking this festive season by highlighting premium alcohol-free options as a national campaign returns for another year.
As Christmas parties and seasonal gatherings fill the calendar, the campaign invites pubs, bars, restaurants and hotels to support guests who choose not to drink alcohol – whether they are designated drivers moderating their intake, or other customers simply opting for healthier alternatives.
Fronted by British spring water brand and Water Dispenser & Hydration Association (WHA) member Wenlock Spring, ‘The Only One for the Road’ is designed exclusively for the hospitality sector and encourages venues to highlight the scale of their non-alcoholic offering, helping make responsible choices visible, accessible and appealing.
As part of the police-backed campaign, which has also secured support from industry partners including Unitas Wholesale, brewers Frederic Robinsons, Arkell’s and Titanic, Wenlock Spring is also providing point-of-sale materials such as beer mats, posters and tent cards for venues to encourage guests to enjoy drinking responsibly with Wenlock Spring Water.
Matthew Orme, Director at Wenlock Spring, said: “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 latest Department for Transport data shows that in 2023, an estimated 260 people were killed in collisions involving a driver or rider over the legal alcohol limit. While this represents a 14 per cent decrease from 2022, it is still seven per cent higher than 2013, highlighting the ongoing importance of awareness campaigns.
Lee Wharton, who is a trading controller at Unitas Wholesale and has spent 20 years in the UK drinks industry, said: “We believe the campaign carries a very important message, which should be shared far and wide, and will help make the roads safer for everyone during the festive season.
“It’s incredibly important that people are able to enjoy themselves and celebrate Christmas with their loved ones, whether they’re driving to venues or not.
“Everyone has their own part to play in encouraging people to think about the consequences of getting behind the wheel under the influence. It’s simply not worth the risk.”
For more information or to get involved, email bottles@wenlockspring.co.uk