Fronted by British spring water brand Wenlock Spring, ‘The Only One for the Road’ is designed exclusively for the hospitality sector and encourages venues to highlight the scale of their non-alcoholic offering, helping make responsible choices visible, accessible and appealing.

As Christmas parties and seasonal gatherings fill the calendar, the campaign invites pubs, bars, restaurants and hotels to support guests who choose not to drink alcohol – whether they are designated drivers moderating their intake, or other customers simply opting for healthier alternatives.

The latest Department for Transport data shows that in 2023, an estimated 260 people were killed in collisions involving a driver or rider over the legal alcohol limit. While this represents a 14% decrease from 2022, it is still 7% higher than 2013, highlighting the ongoing importance of awareness campaigns.

Matthew Orme, director at Craft Guild of Chefs partner Wenlock Spring, said: “Rather than focusing solely on the risks associated with drink-driving, this year’s campaign places greater emphasis on encouraging venues to promote responsible drinking and provide positive, enjoyable non-alcoholic alternatives for customers. 

“Choosing a non-alcoholic option should feel every bit as celebratory. Beautifully served in a stemmed glass and enjoyed perfectly chilled, Wenlock Spring – still or sparkling – offers a thoughtful alternative that elevates the moment and lets every guest share in the festive atmosphere.

“With the right presentation, spring water also becomes more than just a table essential – it becomes a third stream of revenue for venues alongside food and alcohol.”