Innis & Gunn backs new Scottish Government drink drive campaign

By Mike Berry contact

- Last updated on GMT

Related tags: Drink drive limit, Alcoholic beverage, Beer

The Innis & Gunn label has been changed to to reinforce the anti-drink driving message
The Innis & Gunn label has been changed to to reinforce the anti-drink driving message
With Scotland’s new lower drink drive limit coming into force today (5 December), Edinburgh-based brewer Innis & Gunn is pushing the message to pub-goers not to drink and drive over the Christmas period.

The brewer is lending its support to a marketing campaign from the Scottish Government and Road Safety Scotland which urges members of the public not to drink and drive and seeks to remind drivers of the tough legal and personal consequences of a drink drive conviction.

Scotland’s new lower limit is 50mg of alcohol in every 100ml of blood, down from 80mg of alcohol in every 100ml of blood.

For the campaign, Innis & Gunn’s lager label has been changed to ‘Innis & None’, reaffirming the message that the best approach is to drink no alcohol if you intend on getting behind the wheel.

The label will appear on beer mats, which will be distributed in on-trade venues serving Innis & Gunn and will feature as part of the Scottish Government’s national programme of public engagement events. It will also be shared on Road Safety Scotland’s social media channels.

Significant

Dougal Sharp, founder and chief executive of Innis & Gunn, said: “We feel it’s important to help spread the word that the new drink drive limit is so low that even one drink risks pushing you over the legal limit.

“In supporting this initiative we want to prompt people to think and act differently; whether it’s getting on a bus, jumping in a taxi or having a designated driver. Just make sure you plan ahead, be safe, and let the good times roll.”

Gwen Hamilton, Team Leader (Safer Scotland Marketing) at the Scottish Government, said: “It’s a real sign of the times that a popular beer brand such as Innis & Gunn is lending its support to a campaign encouraging people not to drink and drive.

“The support from Innis & Gunn is particularly significant as it allows us to reach people in a pub environment who might be tempted to have a drink before driving home.”  

Related topics: Beer

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