From 1st December 2023 to 1st January 2024, designated drivers wishing to take part will need to visit the Guinness website and use the pub finder search tool to locate one of the 472 Greene King pubs participating in the offer. They will then be able to download a voucher code and present this, along with their car keys, at the bar to prove their designated driver status and claim their free Guinness 0.0.
The initiative marks the third consecutive year Diageo has partnered with THINK! at Christmas.
The latest data shows that 79% of drink-drive collisions involve male drivers or riders over the legal alcohol limit, and younger male drivers are historically over-represented in drink drive related road casualties.
Managing director at Diageo GB, Nuno Teles, said: “Drink driving is never acceptable. Which is why we’re building on our previous campaigns with THINK! to help encourage responsible drinking this Christmas. By giving designated drivers a free pint of alcohol-free Guinness 0.0, our partnership with THINK! and Greene King will allow designated drivers across the UK to still be part of the festive fun and drive everyone home safely.”
Roads Minister at the Department for Transport, Guy Opperman, said: “Our highly regarded THINK! campaign will be aiming to save more lives again this Christmas season and will help continue to raise awareness of the dangers of drink-driving. This is a great initiative which encourages people to act responsibly while still enjoying the festive season.”
The initiative is part of Diageo’s latest pledge to change the attitudes towards drink driving of five million drivers by 2030 as part of its ten-year sustainability action plan ‘Society 2030: Spirit of Progress’.