Hospitality Business Magazine

DB supports new drink-drive limits with innovation

rsz_image_-_drink_driveWith new drink-drive limits coming into force in December, DB Breweries worked over the holiday period to raise awareness of the changes and provide new solutions to help bars manage the transition. New low alcohol products, a new partnership with a taxi app (Uber), an in-bar advertising campaign and new labeling were all part of DB’s efforts to ease the transition for both its customers and the public.

DB Managing Director Andy Routley says it’s important that publicans are equipped with tools to support and educate their clientele about the changes. “Responsible consumption underpins our business and the lowering of the drink-drive limit is an opportunity to highlight that there are plenty of options available to ensure everyone gets home safely.”

Humorous stories appeared on posters, coasters and t-shirts around bars with the ultimate message being to ‘get home safely tonight’.

“In addition to the campaign, we’ve recently launched another low alcohol beer as well as the first lower alcohol cider to complement the market-leading Amstel Light and last summer’s runaway success, DB Export Citrus,” says Routley.

“These products are an essential component in helping to shape a more responsible drinking culture in New Zealand and supporting our bars. If we don’t provide our on-premise customers with quality lower alcohol options we put their businesses in jeopardy and that is not something we ever want to do.”

DB’s low alcohol portfolio includes Amstel Light (2.5% abv market leading low alcohol beer), Export Citrus (2% abv), Export Citrus Grapefruit (2% abv) and Monteith’s Lightly Crushed Apple Cider (2.8% abv).

Over this year DB is also rolling out ‘don’t drink & drive’ pictograms on all of its products.

TheShout commends DB for this campaign.