Train operator Avanti launches low-alcohol beer to 'reduce drunken accidents during the festive period'

5 December 2024, 08:48

Train operator Avanti West Coast has launched a low-alcohol beer to reduce the number of drunken passengers having accidents during the festive period.
Train operator Avanti West Coast has launched a low-alcohol beer to reduce the number of drunken passengers having accidents during the festive period. Picture: Avanti West Coast

By Lauren Lewis

Train operator Avanti West Coast has launched a low-alcohol beer to reduce the number of drunken passengers having accidents during the festive period.

Listen to this article

Loading audio...

The Safety Thirst beer, which has 0.5% alcohol by volume (ABV), will be stocked onboard the operator's services, which run on the West Coast Main Line between London Euston and Scotland.

Avanti West Coast said the pale ale will create a "more enjoyable travel experience" and help passengers "drink responsibly".

The beer, created in partnership with Birmingham Brewing Company, is served in a can with a design inspired by heritage railway wayfinding signs, and features the slogan "Rail safety just got tasty".

Figures from the Rail Safety and Standards Board (RSSB) show the rate of recorded accidents on Britain's rail network where intoxication was a possible factor soared during the festive party season last year.

The number of daily incidents between November 24 and New Year's Eve in 2023 was 45% higher than the rest of the period in the year to the end of March 2024.

A total of 115 incidents were reported during the festive period, but that actual figure is likely to be higher because of some accidents not being reported or staff failing to identify that intoxication was a possible cause of a mishap.

Avanti West Coast choir sing festive safety song to promote new low alcohol beer

Read more: South Western Railway to become first train operator nationalised in major Labour shake-up

Avanti West Coast director of safety, security and environment Dave Whitehouse said: "We want the railway to be the transport of choice when people are heading out to enjoy themselves during the festive season, and while our customers are out on the network we want them to be safe too.

"This time of year our network is busier throughout the day and our staff are on hand to help everyone get to their destination.

"The Safety Thirst campaign is a great reminder to drink responsibly to create a more enjoyable travel experience for everyone taking a journey with us as well as our colleagues."

RSSB chief executive Mark Phillips said: "This is a fantastic initiative.

"Every year in the run-up to Christmas, our data shows an increase in passengers being injured after enjoying a little too much seasonal hospitality.

"Everyone should enjoy themselves, but by drinking responsibly they will stay safe and help reduce pressure on the railway at one of its busiest times."

Read more: TUI forced to cancel slew of Christmas holidays at short notice

The charity Drinkaware described the launch as "a great move", adding that around a third of people in the UK consume low and zero-alcohol products to "moderate their drinking".

The Government's road safety campaign Think! launched an initiative last month urging young drivers to stick to zero-alcohol drinks before getting behind the wheel this Christmas.

It involves pubs and bars displaying 0% branding on drip mats and staff T-shirts, and features an animation showing a driver and their licence disappearing into the bottom of a beer glass, with the message "Drink a little, risk a lot".

More Latest News

See more More Latest News

NHS hospitals and buildings are plagued by rats, cockroaches, silverfish and other pests, results from the latest staff survey have revealed.

Hospital of horrors: NHS 'plagued by rats and cockroaches' as well as 'sewage leaks and crumbling ceilings'

Sadiq Khan will get new powers to overrule councils that block pubs and clubs opening late

Boost for London's nightlife as Khan goes to war with local councils that block pubs and clubs opening late

Bruce Springsteen

Bruce Springsteen to put out seven 'lost' albums of unreleased songs

Val Kilmer & Tom Cruise in Top Gun

Tom Cruise breaks silence on 'dear friend' Val Kilmer's death with emotional tribute to Top Gun co-star

Virginia Giuffre

Woman driving Prince Andrew accuser Virginia Giuffre during crash that left her with 'four days to live' breaks silence

Prescot, Merseyside

Girl, 13, dies in horror Merseyside house fire as five children escape unharmed

File photo of a Harris hawk

Dive-bombing hawk that terrorised village with string of blood-soaked attacks finally caught by local hero

Exclusive
'Donald Trump has made Putin comfortable,' Mikhail Khodorkovsky has warned

'Trump has made Putin comfortable' despite massive Ukraine war losses, exiled former oligarch tells LBC

New images show the moment the two ships collided.

New images show moment of North Sea crash as investigation reveals neither ship had a 'dedicated lookout'

Washington, DC, USA. 15 Apr 2017. A balloon caricature of President Donald Trump appears at the Tax March protest near the U.S. Capitol.

Buy US chlorinated chicken in return for lower tariffs, Trump tells Britain

From jeans to jet fuel and firearms to whiskey: Britain unveils lengthy list of US items facing tariffs

From jeans to jet fuel and firearms to whisky: Britain unveils lengthy list of US items facing tariffs

Forensic investigators at Milton Keynes train station after a man was shot dead by armed police officers.

Knifeman shot dead by police in Milton Keynes after moving 'at speed' towards officers named for first time

The bodies of Andrew Searle and his wife Dawn were discovered by a neighbour.

British couple found dead in south of France home being ‘treated as murder-suicide’

Kerri Pegg, former governor of HMP Kirkham,

Prison governor denies relationship with drug boss 'Jesse Pinkman' after flip flops carrying his DNA found in her flat

Julie Goodyear as Bet Lynch. Her husband has now deleted a recent photograph of the actress which he shared in honour of her 83rd birthday on Wednesday

Julie Goodyear's husband removes rare photo of Coronation Street star after dementia diagnosis amid blacklash

The vehicle was later extinguished after the driver, covered in flames, emerged from the vehicle.

Amsterdam Dam Square car explosion sees driver engulfed in flames - just days after mass stabbing