Avanti West Coast Launches Low-Alcohol Beer to Promote Safer Festive Travel
Avanti West Coast has introduced a new low-alcohol beer aimed at reducing accidents caused by intoxicated passengers during the holiday season.
The pale ale, named Safety Thirst, contains just 0.5% alcohol by volume (ABV) and is designed to encourage responsible drinking while traveling. It will be available on Avanti West Coast trains operating along the West Coast Main Line between London Euston and Scotland.
The initiative comes in response to data from the Rail Safety and Standards Board (RSSB), which highlights a 45% surge in rail accidents linked to intoxication during the festive season. Between November 24 and New Year’s Eve in 2023, 115 incidents were recorded — a figure likely underestimated due to underreporting.
Encouraging Responsible Enjoyment
Dave Whitehouse, director of safety, security, and environment at Avanti West Coast, said:
“We want the railway to be the transport of choice for festive celebrations and ensure customers stay safe while traveling. The Safety Thirst campaign is a great reminder to drink responsibly, creating a better experience for both passengers and our colleagues.”
The campaign also includes a reworked rendition of Jingle Bells performed by Avanti staff to raise awareness of the initiative.
Rail Safety and Public Support
Mark Phillips, chief executive of the RSSB, praised the initiative, stating:
“Every year in the run-up to Christmas, we see an increase in injuries caused by excessive drinking. Responsible choices not only keep individuals safe but also ease pressure on the rail network during this busy period.”
The beer, developed in collaboration with Birmingham Brewing Company, comes in cans featuring a design inspired by vintage railway signage, accompanied by the tagline, “Rail safety just got tasty.”
Promoting Safer Drinking Habits
Drinkaware, a UK alcohol awareness charity, welcomed the move, noting that around one-third of UK adults now opt for low or no-alcohol products to moderate their drinking.
The Safety Thirst campaign aligns with other seasonal initiatives, including the UK Government’s Think! road safety campaign, which promotes zero-alcohol options for drivers through pub branding and animations warning of the risks of drinking and driving.
With its new beer and campaign, Avanti West Coast aims to make festive travel safer and more enjoyable for everyone.