Wenlock Spring, one of Britain’s best-loved water brands, has joined forces with West Mercia Police to launch a highly-visible new campaign this Christmas aimed at tackling drink-driving.
Called 'The Only One for the Road', the campaign from the family-run Shropshire firm is encouraging drivers not to risk even one alcoholic drink if they are driving.
Wenlock Spring and West Mercia Police are calling on hospitality businesses such as pubs and hotels to back the campaign and encourage their customers to stay alcohol-free if they are getting behind the wheel.
With freshly-liveried delivery vans making the point clear, Wenlock Spring has also printed more than 100,000 beer mats, posters and glasses featuring the sobering message for drivers.
Matthew Orme, director at Wenlock Spring, said: “While in many ways drink-driving campaigns are nothing new, we believe encouraging people to go alcohol-free should be easier than ever as the choice of alcohol alternatives has never been better.
“Drivers can enjoy a wide range of spring water or alcohol-free drinks which will help get them, their family and friends home safe this winter.”
In the last three years, 23 people have died and 154 have been seriously injured in collisions where alcohol has been listed as a contributory factor across Shropshire, Herefordshire and Worcestershire.
Across the region, 156 people were arrested in the run up to last Christmas for being over the limit whilst behind the wheel.
Matthew said: “Far too many people are still dying or getting injured as a result of drink-driving, which is why we’re proud to be launching a new campaign which carries a positive message and will help raise awareness of the risks.
“Highlighting the dangers of people getting behind the wheel after they have had a drink becomes even more important as we approach the festive season, which is often a time when it is very easy for people to over-indulge.
“Working in partnership with West Mercia Police, we hope to change people’s attitudes and remind them to think twice before picking up an alcoholic drink if they’re in charge of the keys.”
Superintendent Steph Brighton, for West Mercia Police, said: “It’s extremely frustrating that some motorists inexcusably still drive under the influence of alcohol.
“There is no foolproof way of calculating how much you can drink and remain under the limit, or knowing how much an individual person can drink and still drive safely.
“Any amount of alcohol can affect your ability to drive and there are numerous consequences of driving with alcohol in your system.
“Enforcement already takes place 24/7 across the whole of our area in order to detect those who are willing to take the risk and to protect other road users.
“We welcome campaigns such as this and hope that more people over the Christmas period choose a suitable alternative to alcohol if they are driving.”
Marc Milward, Area Manager from Shropshire Fire & Rescue Service, which is also backing the campaign, added: “We are pleased to be supporting Wenlock Spring’s campaign which has such an important safety message.
“Road traffic collisions are one of the most common types of incidents we attend and often lead to some of the worst injuries.
“In the financial year 2022-2023 there were 14 fatal collisions in Shropshire. Even one is too many and we hope that by listening to this valuable safety advice we can reduce the number of RTCs and serious injuries on the roads.
“Even one alcoholic drink can affect the way you drive so if you’re going out ensure there is a designated non-drinking driver or you have planned an alternative way to get home.
“If you have had a drink please remember you may still be over the limit the next day. So please allow enough time for alcohol to leave your system before you get behind the wheel.”
PCC John Campion said: “It is a sad fact that too many people die or are seriously injured on our roads. As set out in my Safer West Mercia Plan, I remain committed to tackling the issue to make our roads safer.
“Since 2022, I have made an investment of £900,000 into West Mercia Police to make roads safer and I will continue to invest and support campaigns of this kind to make change.”
Wenlock Spring is a second generation family business based at Wolverton, near Church Stretton, and its water is sourced from a protected historic spring, dating back to 1086 which is located near the famous Wenlock Edge.
The water filters naturally through the rock strata - giving it its unique blend of minerals, including calcium and selenium.
For more information about Wenlock Spring Water visit
www.wenlockspring.co.uk/home
