The Only One for the Road returns for Christmas 2026

Our ‘The Only One for the Road’ campaign returns for Christmas 2026 with a simple invitation to hospitality venues: make designated drivers feel welcome. We’re encouraging pubs, bars, restaurants and hotels across Shropshire and the wider UK to highlight alcohol-free choices and serve them with care, helping every guest feel part of the festive occasion.

Designated drivers deserve to feel part of the celebration this Christmas. As our ‘The Only One for the Road’ campaign returns for 2026, we’re encouraging pubs, bars, restaurants and hotels to give alcohol-free drinks greater prominence and serve them with the same care as every other drink on the menu.

Christmas parties, family meals and seasonal gatherings bring people together, whatever they choose to drink. Our campaign combines a reminder about the dangers of drink-driving with a positive message for hospitality: choosing an alcohol-free drink should still feel like part of the occasion.

We’re inviting venues across Shropshire and the wider UK to get involved. Highlighting alcohol-free choices on menus, recommending them to guests and paying attention to presentation are practical ways to make designated drivers feel welcome. The aim is to make those choices a considered part of the festive drinks offering, from the menu to the table.

Matthew Orme, Director at Wenlock Spring, said: “Being the designated driver shouldn’t mean feeling like an afterthought. When someone chooses not to drink alcohol, they should still have something they can enjoy and a drink that’s served with care.

“Hospitality businesses put a huge amount of thought into making Christmas special. We’re encouraging them to give their alcohol-free drinks that same attention, from what’s on the menu to how it arrives at the table.

“A chilled still or sparkling water, served in a stemmed glass, can sit comfortably alongside a festive meal or a special occasion. It’s a simple way to make guests feel welcome and give them a choice they’re happy to make.”

Designated drivers are central to the campaign, but the message also includes guests who are moderating their drinking or simply prefer an alcohol-free option. For venues, a thoughtfully presented alcohol-free offering is an opportunity to cater for more customers and broaden drinks sales throughout the festive season.

Matthew added: “‘The Only One for the Road’ gives venues a practical way to support responsible choices at one of their busiest times of year. We’d love to see more local businesses get involved and help carry that message into Christmas celebrations across the county and beyond.”

Hospitality venues, wholesalers and suppliers interested in taking part or finding out about campaign materials can contact our team at drinkwater@wenlockspring.co.uk.