Liberation Group goes soft on drink drive campaign

Wednesday 19 November 2014

With the festive party season just around the corner, Liberation Group is once again helping to drive Jersey Police’s Christmas message with the launch of its 2014 soft drink drive campaign.

The annual road safety awareness campaign offers free soft drinks to designated drivers throughout the month of December in an effort to discourage people from running the risk of harming themselves and others by drinking and driving.

Liberation Group is the largest pubs, brewing and drinks business in the Channel Islands and 45 of its pubs, bars and eateries across Jersey are participating in this year’s Soft Drink Drive campaign. Throughout December the designated driver for two or more friends will receive a free non-alcoholic drink with every round of drinks served during their stay. To qualify, they simply need to show their car keys to the staff serving their party.

Sergeant Paul Smith, Head of the Police Licensing Support Team at the, said: "We know that the majority of drivers are sensible, and don’t drink and drive. But drinking and driving remains an issue for us over the festive period when a small number of people insist on risking their lives, and the lives of others, by getting behind the wheel of a car when they are not in a fit state. We are grateful to the Liberation Group for once again supporting the work we do by running such a positive campaign."

Designated drivers must be aged 18 years or over to claim the free soft drinks which include drinks from both the J2O and Pepsi ranges. The campaign is also running in Liberation Group pubs, bars and eateries across Guernsey.

Liberation Group’s Chief Executive Officer, Mark Crowther said: "We introduced the soft drink drive campaign several years ago to promote sensible driving over the Christmas and New Year holidays and the initiative has proved extremely successful in discouraging irresponsible driving decisions. In addition to offering free soft drinks to designated drivers, all our staff have the details of local taxi firms to help people find safe, alternative ways of getting home at the end of the night. Of course we want our customers to enjoy themselves during the festive season but we want them to do so in a manner that is safe for both themselves and for others. We would like to wish all our customers a happy and safe Christmas and New Year."