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The UK’s largest wholesale buying group has once again added its support to a returning drink-driving campaign this Christmas.

Unitas Wholesale, which has a buying power in excess of £8 billion and about 150 independent businesses within the group, has backed calls by premium water brand Wenlock Spring for people to stop and think before they get behind the wheel of a car this Christmas.

The ‘Only One for the Road’ campaign, run in conjunction with police, is returning this Christmas following a successful launch last year, and Wenlock Spring is calling on more hospitality businesses such as pubs and hotels to back it.

The aim of the campaign is to encourage drivers not to risk even one alcoholic drink if they are driving.
Lee Wharton, who is a trading controller at Unitas Wholesale and has spent 20 years in the UK drinks industry, said: “We’re delighted to be supporting Wenlock Spring’s Only One for the Road campaign once again.

“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.”

With hospitality venues having expanded their non- and low-alcoholic drinks ranges in the last few years, Wenlock Spring believes they are best placed to lead on this issue and remind their customers to drink responsibly and not to drink and drive.

The Shropshire-based firm also believes it provides an opportunity for venues to boost profits by encouraging customers to opt for premium still or sparkling water as an integral offering within their low/no range of drinks.

Family brewer Frederic Robinsons, which has more than 200 pubs, has also added its support to this year’s campaign.

David Bremner, director of marketing at Robinsons, said: “As one of the UK’s largest independent family brewers, we not only have a responsibility to help tackle important issues such as drink-driving, but also make it easier for people to make smart drinking choices.

“As the no- and low-alcohol category continues to grow, it should make it easier for consumers to cut back on their alcohol consumption, avoid binge-drinking, and drive home safely, while still being able to enjoy socialising with friends and family. Wenlock Spring’s campaign carries a very important message to keep everyone safe this Christmas, and it’s one we are delighted to be supporting.”

This year, Wenlock Spring is once again joining forces with West Mercia Police to launch its highly-visible campaign.

With freshly-liveried delivery vans making the point clear, it has also printed thousands of beer mats, posters and tent cards which carry the sobering message for drivers and are available for hospitality businesses to use.

Matthew Orme, director at Wenlock Spring, said: “We were delighted with the support the campaign received last year and hope we have helped change a lot of people’s attitudes, especially as there is such an incredible choice of low/no products available in addition to Wenlock Spring.

“Working alongside pubs, restaurants and other hospitality venues will once again be a crucial part of our campaign this year. We’re thrilled that some of the biggest names in the hospitality sector have already got behind it this year, and we urge as many as possible to join them. We want them to encourage their customers to enjoy their time out in venues this Christmas, but to choose one of the many alcohol-free alternatives if they are driving.”