In a bid to address the rising number of alcohol-related accidents on trains during the festive season, Avanti West Coast has launched a new low-alcohol beer. The “Safety Thirst” beer, which contains just 0.5% alcohol, is now available onboard the train operator’s services running along the West Coast Main Line, between London Euston and Scotland.
Created in collaboration with Birmingham Brewing Company, the pale ale aims to provide passengers with a more enjoyable travel experience while encouraging responsible drinking. The beer is presented in cans featuring a design inspired by traditional railway wayfinding signs, with the slogan “Rail safety just got tasty.”
The initiative comes in response to alarming statistics from the Rail Safety and Standards Board (RSSB), which showed a significant increase in rail accidents linked to alcohol consumption during last year’s holiday season. Between November 24 and New Year’s Eve in 2023, the number of incidents reported was 45% higher compared to the rest of the year, highlighting the festive period as a time of heightened risk.
A total of 115 incidents were recorded during this period, though the actual number is believed to be higher, as some cases may have gone unreported or been misclassified. Dave Whitehouse, Avanti West Coast’s Director of Safety, Security, and Environment, emphasized the importance of balancing enjoyment with safety. “We want the railway to be the transport of choice for people heading out during the festive season, and we want them to be safe while they travel,” he said.
Whitehouse added that the “Safety Thirst” campaign serves as a reminder for passengers to drink responsibly, ensuring a safer and more enjoyable journey for everyone. “This time of year, our network is busier, and our staff are here to help everyone reach their destination safely,” he said.
RSSB Chief Executive Mark Phillips applauded the initiative, noting that alcohol-related injuries on the rail network spike every year during the lead-up to Christmas. “By promoting responsible drinking, this campaign helps reduce the strain on the railway at its busiest time and keeps passengers safe,” Phillips said.
The charity Drinkaware also supported the launch, calling it a “great move.” According to Drinkaware, about one-third of UK adults now consume low and zero-alcohol products to moderate their drinking.
Avanti West Coast’s new product comes as part of a broader trend in the UK, where low and no-alcohol beers are becoming increasingly popular. Research indicates that 86% of UK pubs now offer alcohol-free options, with an expected 140 million pints of low and no-alcohol beer set to be sold this year—an increase of 12% compared to last year.
In a related effort to reduce alcohol-related risks, the Government’s road safety campaign “Think!” launched a new initiative urging young drivers to stick to zero-alcohol drinks this holiday season. The campaign includes visuals in pubs and bars promoting 0% alcohol branding and an animation illustrating the dangers of drinking and driving.
The growing popularity of low-alcohol beverages signals a shift in consumer habits, with pubs increasingly offering these alternatives to create a more inclusive drinking environment. Of the pubs serving these drinks, 8% now offer them on draught, a significant increase from just 2% in 2019.
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