Making responsible choices feel included

As festive calendars filled up, hospitality teams balanced celebration with care. Our Christmas campaign, ‘The Only One for the Road’, was designed to help venues champion responsible drinking, support safer journeys home, and give designated drivers and moderating guests a premium option they genuinely wanted.

We officially launched the campaign at The Lion & Pheasant in Shrewsbury, joined by Santa himself, West Mercia Police, and local media. From posters at the entrance to campaign coasters dotted around festive décor, it brought the message to life in a way that felt friendly, visible, and easy for teams to get behind.

At its heart, ‘The Only One for the Road’ was about positive choice. In busy bars and restaurants, alcohol-free options can become an afterthought, especially when the bar is two-deep and the focus is on speed. The campaign encouraged venues to keep premium bottled water front of mind, so guests who were driving, moderating, or simply choosing a healthier alternative still felt part of the occasion, without compromise.

For operators, the practicalities mattered. Simple point-of-sale prompted a conversation at the bar, helped staff recommend alternatives with confidence, and made it easier to serve mixed groups. When alcohol-free choices were visible on menus, back bars and table displays, it supported inclusivity, and also reduced the awkwardness that can sometimes sit around ‘not drinking’.

“Supporting responsible choices is not only good practice, it strengthens our industry and keeps our communities safer.”

Roger Young, Head of Sales at Young’s Beers, Wines & Spirits

We were also pleased to see support growing beyond Shropshire. Santa paid a visit to wholesaler Young’s Beers, Wines & Spirits in the North West, delivering Wenlock Spring Water and helping share the campaign with hospitality customers across the region.

Partnerships like this helped important messages travel further than one venue, one town, or one night. They also underlined a simple truth, when venues offered well-chosen alcohol-free options, they helped keep celebrations enjoyable, and roads safer, at the same time.

As a business that supplies hospitality year-round, we know the festive period puts extra pressure on teams, staffing, and service standards. This campaign was a practical way to back the people on the front line of Christmas trading, with assets that were easy to use and a message that was easy to stand behind.