14% of road fatalities in 2010 were caused by drink driving.
A drink drive conviction can result in job loss, strain on personal relationships and higher insurance costs.
Tolerance to alcohol depends on a combination of factors: weight, age, gender, stress and recent food consumption.
The best way to remain safe is not to drink and drive.
The number of drink drive deaths has fallen by more than 75% since 1979, but drink driving is still devastating lives with around 250 people killed in collisions where a driver was over the limit last year.
Our THINK! campaign makes it clear that drivers who get behind the wheel over the limit risk losing their licence as well as facing a fine and even a prison sentence.
We are also teaming up with Coca-Cola and pub chains across the country to reward designated drivers as part of our Drive Friendly initiative, as well as reminding people of the consequences of getting a drink drive conviction.
No one wants to spend their Christmas in a police cell. My message is clear: don't drink and drive.
Mike Penning, Parliamentary Under-Secretary of State for Transport
The holiday period is coming around quickly and everyone is beginning to make their plans. With the majority of adults preparing to visit a pub or bar over the festive period we are proud to be partnering the Government’s THINK! Initiative to reward responsible drivers.
Designated Drivers provide a fantastic service by helping their friends and family get home safely at the end of a night out. That’s why we think it is so important to recognise and reward them.
Jon Woods, General Manager, Coca-Cola Great Britain and Ireland