Greene King marks 10 years of backing Designated Driver campaign

Over 1,600 Greene King pubs across the UK are taking part in an annual Christmas anti-drink drive campaign with Coca-Cola for the tenth year in a row.

To celebrate a decade of the campaign, the UK’s leading pub company and brewer has also partnered with Heineken to offer nominated drivers free Heineken 0.0 as well as soft drinks this Christmas.

Drivers will receive a voucher to use on their next purchase when they show their car keys at the bar and buy any 330ml bottles of Coca-Cola Original Taste, Diet Coke, Coca-Cola Zero Sugar, Heineken 0.0 or 275ml bottles of Appletiser.

Popular pub brands including Greene King Local Pubs, Hungry Horse, Chef & Brewer and Farmhouse Inns, are taking part in the Designated Driver promotion, which runs until last orders on 1 January 2020.

According to the Department for Transport, the estimated number of reported drink drive related accidents in Great Britain since 1979, has fallen by 71%, with recent figures of 5,700 compared to 19,470 almost 30 years ago[1].

Phil Thomas, Greene King’s chief commercial officer, said, “As a leading pub company, we have an important role to play in helping to promote responsible drinking and we have given away around a quarter of a million free Coca Cola products over the past decade as part of the Designated Driver campaign.

“We have seen a huge increase in the popularity of low and no-alcohol products in our pubs. Our range now offers more than 10 different low and no-alcohol products including beers, wines and ciders, so we are really excited to add Heineken 0.0 to our Designated Driver offering as we celebrate this significant milestone of the campaign.”

Paul Robertson, Associate Director, On-Premise at Coca-Cola European Partners GB, said, “We’d like to thank Greene King for partnering with us for the last 10 years on the Designated Driver campaign and continuing to evolve the platform to ensure it remains relevant to today’s consumers.

'Greene King should be applauded for its continued leadership in helping to promote responsible drinking and embracing the role soft drinks can play across its estate, especially on the lead up to Christmas. Here’s to another 10 years of partnership!”

Cindy Tervoort, Marketing Director, Heineken, said, “We are really proud to be part of this initiative with Greene King and to be able to offer Heineken® 0.0 to a growing consumer demographic during the festive period.

'As many people unite in bars across the country during the Christmas party season, we feel it’s important to offer a choice for everyone at this time of year whilst also encouraging people to be safe on the roads.”