Drivers issued urgent licence warning that will 'restrict their freedom' in weeks amid safety fears

The campaign features new zero per cent branding with THINK! drink-drive messaging displayed on pub equipment and staff uniforms, encouraging pub-goers to choose alcohol-free alternatives before driving.

THINK! is also launching a new advertising campaign titled "Drink a Little. Risk a Lot" to highlight the consequences of drink-driving, which specifically targets men aged 17 to 24, who are disproportionately represented in drink-driving fatalities and serious injuries.

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Research by THINK! reveals young men often underestimate the risks associated with having a few drinks before driving, with the demographic also less likely to perceive drink-driving as dangerous behaviour.

The statistics paint a stark picture, with male drivers accounting for 79 per cent of all drink-drive collisions in 2022.

The initiative aims to address this concerning trend by providing timely reminders about choosing zero alcohol options in venues where drinking decisions are made.

Future of Roads Minister, Lilian Greenwood, emphasised the severe consequences of drink-driving during a visit to The Two Bridges pub in London Bridge, where she even pulled a pint of zero per cent Heineken.

She said: "Drink-driving ruins lives, but even one or two drinks could cause a young person to lose their licence restricting their freedom to work or meet up with friends.

"This is a welcome campaign from THINK!, using everyday names to remind drivers of zero per cent options before they buy a pint."

Heineken's Star Pubs chain is leading the initiative by introducing new zero per cent branded merchandise across 400 of its pubs from late November through December.

Premium pub and hotel chain Fullers and alcohol-free wine producer Eisberg have also joined the campaign and will incorporate the zero per cent badge on social media content, drink menus and social media channels.

The campaign has gained additional support from charity Drinkaware and the British Beer and Pub Association.

James Crampton, Corporate Affairs Director at Heineken UK, highlighted the practicality of zero alcohol alternatives, saying: "When you are driving, Heineken 0.0 is the ideal alternative to your alcoholic drink.

"People can still be part of the round, with a pint or bottle in hand, and importantly be safe to drive for themselves, their passengers, and other road users."

Police forces around the UK will also be conducting Operation Limit over Christmas to tackle drink and drug driving, which tends to spike during the festive period.

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Chief Constable Jo Shiner of the National Police Chiefs Council warned that drink-driving "is responsible for many serious and fatal collisions every year and it is completely avoidable."

Similarly, RAC road safety spokesperson Rod Dennis highlighted research which found that young motorists are "significantly more likely" to admit to drink-driving than other age groups, with casualty figures similarly high.

Lucy Straker from road safety charity Brake added that "drivers who drink-drive are not able to assess their own impairment because alcohol creates a false sense of confidence."