The Captain of the Night initiative aims to encourage young drivers to have both a great and a safe time when enjoying social occasions in pubs and bars by choosing alcohol-free drinks, without compromising or missing out, if they are planning on getting behind the wheel.
It comes after Government data revealed more than 4,000 drink-drive collisions took place in Great Britain in 2023, with drink-driving among younger people a particular issue late at night or in the early hours of the morning.
In 2023, 56% of drink-drive collisions involving drink-drivers under 25 years-old occurred between 10pm and 4am, compared to 38% for all drink-drivers, according to the Government data.
Raising awareness
Captain Morgan marketing manager Nin Taank said: “Drink-driving remains a cultural issue that continues to put lives at risk, which is why we believe it is important to raise awareness and drive change.
“We hope to make choosing alcohol-free drinks a social norm by inspiring more people to switch to Captain 0.0% when getting behind the wheel.”
As part of the campaign, Captain Morgan 0.0%, which was released in August 2023, has also partnered with Stonegate Pubs to highlight the importance of responsible drinking as we approach the festive period.
Drivers can claim a free Captain Morgan Spiced Gold 0.0% Alcohol-free spirit and cola by simply showing their car keys and the Mixr app QR code at one of over 575 participating Stonegate Pubs across the UK.
Stonegate head of partnerships and delivery Melanie Ball added: “This is such an impactful and important campaign to bring to the forefront conversations around the dangers of drink driving and pressure around alcohol on nights out.
Responsible choices
“As hospitality venues, it is our responsibility to make sure our customers are not only having a good time catching up with friends but are being safe.
“Options like Captain Morgan 0.0% provides a solution for those not drinking alcohol to not feel like they are missing out on the fun – and can still enjoy their favourite serve whilst making responsible choices.”
The initiative has also been backed by TV presenter, radio host and reality star Sam Thompson, known for his appearances in E4’s Made in Chelsea.
Local Transport Minister Lilian Greenwood commented: “We are determined to make our roads safer for everyone. Drink driving is completely unacceptable, and even a small amount of alcohol before driving can have devastating consequences.
“This partnership between THINK! 0% and Captain Morgan reminds drivers that they can still enjoy their nights out, while keeping themselves and others safe.”
Earlier this month, the Department for Transport said it was considering lowering the drink-driving limit from 80mg to 50mg in every 100ml of blood, matching the limit in Scotland and bringing it into line with the rest of Europe, as part of a new Road Safety Strategy.
