Beck’s Alcohol Free Gets on Board for Festive THINK! Drive

Beck’s Alcohol Free is lending its weight to a Government campaign to encourage drivers to be more responsible in terms of their alcohol intake over the festive season.

The fast-rising brand has partnered with the THINK! Campaign, an initiative launched by the Department for Transport, which aims to deter motorists from over-indulgence by providing a stark warning of the severe consequences of drink driving.

Nicola Gates, Beck’s Alcohol Free Brand Manager at InBev UK, said: “Drinking alcohol is not compatible with driving which is why we support the strong enforcement of the current blood alcohol content (BAC) restrictions in the UK and the THINK! campaign. We look forward to developing our relationship with THINK! in 2008.”

The THINK! campaign aims to convince all drivers, with a particular focus on young male drivers aged 17-29, that a drink/drive conviction has the potential to ruin their lives through outlining the possible legal and personal consequences. It delivers a graphic warning with the message - ‘That pint could come between you and Christmas’.

The pre-Christmas THINK! Awareness push is fronted by the Moment of Doubt commercial which is running nationally on TV until December 23 and in cinemas until the first week of January. The campaign has been extended to include radio and the internet for the first time and will also be featured in male washrooms in pubs around the country in the weeks ahead.

Support for the THINK! campaign, which will continue with a number of further initiatives planned for 2008, reflects the Beck’s family of brand’s rising profile with retailers and pub-goers alike.

Beck’s Alcohol Free has enjoyed a sales boost over the most recent 12-month with value sales up 85%* - and the best is yet to come because demand traditionally surges over the festive period when more drinkers seek alternatives to alcohol.

Gates added: “Retailers need to appreciate that a large number of consumers will be looking to limit their alcohol intake over the festive season because of concerns about drink-driving.

“Many others will also be looking for an alternative to alcohol simply to have a break from alcohol and will be seeking out brands that offer them a credible alternative. Beck’s Alcohol Free is a light, crisp and refreshing alternative to sweet soft drinks - so will be in demand during the Christmas season.

“Beck’s Alcohol Free benefits from its association with Beck’s, which is renowned as a quality brand with a genuine brewing pedigree. It’s the UK’s No 1 imported brand and is brewed to precision in Germany in line with the Reinheitsgebot.

“The beauty of Beck’s Alcohol Free is that consumers know and respect the Beck’s name because of its brewing heritage and established reputation - so they know there will be no compromise on taste and product quality.”

*Source: AC Nielsen/On-Trade/Value Sales/YE Sept 2007.