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Drinking and driving

Ten Priorities. One Future.

Miller 'Keep your balance' events stall

Encouraging people not to drive while drunk.

People who are drunk should not drive. Our education and intervention programmes encourage people not to drive while drunk.

National campaign in Zambia

We have worked with the Road Transport and Safety Agency to carry out campaigns during periods of anticipated increased consumption, such as public holidays.

Our ‘Don’t Drink and Drive’ campaign is featured in television adverts, national newspapers and on national and community radio stations.

We also carry out similar campaigns discouraging underage consumption.

India - Getting party-goers home safely

Driving Campaign Poster for India

In India, statistics show that the most number of accidental deaths in the country are primarily due to drink driving. In recognition of the situation, SABMiller India has launched a campaign that goes beyond spreading awareness of responsible consumption to offer a safe solution.

The campaign, under the brand Foster’s was designed in association with Party Hard Drivers (PHD). The company deals in providing drivers on an hourly basis and can be reached by a phone call. Consumers driving to pubs and bars can call the drivers who safely give them a lift home.

This campaign has proved a success. In December 2009, over 1500 people used the service to transport them home safely.

National anti-drink drive campaign in Slovakia

‘Don’t Drink and Drive’ is a national campaign comprising television adverts, public billboards and online advertising aimed at raising awareness that drinking and driving are unacceptable. The programme is supported by the Slovak Road Safety Department.

Free transport schemes from MillerCoors

A bus

For 22 years, the MillerCoors Free Rides™ and Plan Ahead Colorado programmes have been paying the fares for bus and light rail passengers on New Year’s Eve and St Patrick’s Day. The message has been simple: plan ahead, drink responsibly and don’t get behind the wheel if you’ve been drinking.

Since its inception, the MillerCoors Free Rides™ scheme has provided 1.8 million free rides on New Year’s Eve. Key to its success has been the collaboration between the company, transit systems, community and civic organisations, law enforcement agencies and the media.

Research indicates that drunk driving is the greatest alcohol-related concern for consumers and offering alternative transport is seen as a real public service. The programmes are fully supported by law enforcement and public safety agencies, state chapters of Mothers Against Drink Driving and community and government organisations.

Respect the Road in the US

In the United States, 'Respect the Road' promotes the use of designated drivers and other transportation alternatives. Its programmes include:

  • ‘MillerCoors Free Rides’

    ‘MillerCoors Free Rides’ logo

    Started in 1988, ‘MillerCoors Free Rides’ provides free public transport on New Year’s Eve and St. Patrick’s Day in Milwaukee, Waukesha and Madison to help keep the roads safe. The programme was extended in 2008 to include Denver. 1.7 million people have taken advantage of the programme, which has been endorsed by local law enforcement and government agencies.

  • ‘Keep Your Balance’

    Motorcycle fatalities in the US have steadily increased since 2002. At major motorcycle events around the country, ‘Keep Your Balance’ provides educational materials and incentives to bikers who commit to riding responsibly. Pre-paid phone cards are also distributed to encourage people not to ride if they’ve been drinking.

'MillerCoors Free Rides'

Free public transport on popular holidays

Visit the MillerCoors website

'MillerCoors Free Rides' website preview

'Keep Your Balance'

Tools and tips for motorcyclists

Visit 'Keep Your Balance' website

'Keep Your Balance' website preview

Drawing the line in South Africa

In South Africa, ‘Draw the Line’ uses television, radio and billboards to send out the message not to drink and drive. The Department of Transport’s ‘Arrive Alive’ campaign endorses the programme’s message.

Drawing the line in Swaziland

In Swaziland, ‘Draw the Line’ raises awareness of the dangers of drinking and driving. The programme runs throughout the year, with increased coverage during the festive season, and is carried out in conjunction with the Ministry of Public Works and Transport through its Road Safety Unit.



Discouraging drinking and driving in Uganda

We’ve been spreading the message about the dangers of drinking and driving through billboards in Uganda’s capital city, Kampala, as well as providing stickers to motorists.

The Honourable Simon Ejua, Minister of State Transport, launched the programme, which is supported by the Ministry of Health, Uganda Police, Kampala City Council, Uganda Taxi Operators and Drivers Association and the United Bus Drivers Association.

Drink drive awareness campaign in the Canary Islands

In the Canary Islands, we’ve been working with The Brewers of Spain to send drivers a strong message: if you’re planning to drive, drink a non-alcoholic beverage. Or take public transport.

In 2004, the European Commission selected ‘La Cerretera Te Pide Sin’ (‘The Road Demands You Are Alcohol Free’) to be part of the European Road Safety Charter.

The programme is sponsored by the Department for Transport and is supported by the National Confederation of Driving Schools, the Spanish Association of Operators of Petroleum Products, the Royal Automobile Club of Spain, the European Automobile Commission and others.


Promile.INFO service

Our Czech business, Plzensky Prazdroj, is working in partnership with the Sanamin Foundation to raise awareness of its Promile.INFO service.

The anonymous service provides a practical tool for personal alcohol control, which can be accessed anywhere and at anytime. Consumers can be informed about their blood alcohol content (BAC) level by sending a text message to the service with information such as their gender, age, weight, when they started drinking and what they have drunk. They immediately receive a text message back with an estimate of when their BAC will reach zero. Based on a scientifically verified methodology, the service gives an indication of roughly when it’s safe to drive after consumers have been drinking.

As well as supporting the project financially since 2007, Plzensky Prazdroj is helping to raise awareness and take-up of the service with a press campaign and the distribution of over a million information cards.

SMS campaign in the Czech Republic

In the Czech Republic, our ‘Promile SMS’ campaign is helping to keep drunk drivers and drunk cyclists off the road.

People can send a text message stating how much they’ve had to drink, along with their weight and gender, to a service provider. They then receive a message estimating their present blood alcohol content level and roughly how long it will take before this will drop to zero.

The Czech Ministry of Health has endorsed the programme.

Discouraging drink driving after large events

In Italy, we’re helping to keep drunk drivers off the road after large events.

We start by training event staff on how to serve alcohol responsibly. At the events, we provide free water and a leaflet on not drinking and driving to attendees, and offer free taxi rides to anyone who needs them.

Discouraging drink driving in Poland

Drinking and driving Poland poster

In Poland, we’re working with the Polish Brewers Association to keep drunk drivers off the road. The campaign aims to educate young people that you should never drink and drive. It includes incentives for getting home safely by bus or taxi and educational games, and encourages friends to nominate a designated driver on a night out.

Arrive alive 00:00:48

Our Arrive Alive anti–drink driving campaign in South Africa.


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Thousands sign up as designated drivers

People drinking responsibly

In Ecuador, studies have shown that one of the biggest problems relating to the irresponsible consumption of alcohol is drink driving. One of the cities with the highest statistical rates of drink driving is Cuenca. Here Cervecería Nacional have initiated their 'Nominated driver' campaign.

The campaign 'Nominated Driver' visits bars and discos of the city with a group of "Agents 005" who invite groups of friends to participate in this mission and designate a driver for the night. This driver is then identified with a bracelet and registered in the program.

Read more about designated drivers

Encouraging road safety

People at road safety presentation

Backus has participated and supported a number of initiatives to promote road safety in Peru. In April 2010, Backus participated in a “Multisectoral responsibility for Road Safety” meeting organised by the Ministry of Transport and Communications and the Ministry of Interior. At this meeting, Backus signed the Declaration of Lima which aims to form a monitoring committee to create public awareness of the importance of road safety.

In November 2010, Backus also participated in a similar meeting in Pucallpa, Madre Dios. The forum included presentations from representatives from key public institutions involved in road safety.

Read more about Encouraging road safety

Tackling drink-driving

A bus with the message 'Don't take a detour to prison'

Drink-driving has been a problem on the increase in Swaziland, particularly on the road between the busy towns of Mbabane and Manzini. To address this problem, Swaziland Beverages has partnered with a local transport service provider Mgewu Investment to provide free shuttle services ferrying consumers from identified outlets home after having consumed alcoholic beverages.

The service is offered to consumers during festive periods such as Christmas and Easter. The pick-up times are promoted in advance by the local media and outlets are engaged with to assist with the coordination and for permission for consumers to park vehicles at their premises overnight.

Nominated driver programme changes drinking patterns

To address drink-driving, Cervecería Nacional in Ecuador runs an education programme called Nominated driver under which so-called ‘responsible agents’ have visited over 34 bars and night clubs in the city of Cuenca to promote the idea of assigning a designated driver – a person volunteering not to drink and to drive friends home. The driver has the opportunity to check his or her blood alcohol content before leaving the club.

According to independent evaluation by Propraxis (an external research company), over 53% of participants claimed to have changed their drinking patterns, 40% believe they are now more responsible than before, and 22% are more aware of drinking and driving campaigns.