Almost a fifth of drivers have driven the morning after a night of festivities
Almost a fifth of drivers(19%) have driven the morning after a night of heavy drinking, even when they think they could have been over the limit, according to a new AA-Populus survey*.
Half of drivers (54%) though do try to avoid drink driving by agreeing a designated driver before a night out.
The survey also highlights the tactics drivers employ to try to counter being over the limit the morning after, such as, drinking lots of water or having a fry-up.
This year’s Christmas anti-drink driving campaign from the AA and Pernod Ricard UK will be fronted by a brand from the premium spirit company’s portfolio for the first time ever; Jameson Irish Whiskey. The decision was made in order to target the Jameson brand’s young adult audience, by delivering the serious nature of the message in a visually engaging way.
The anti-drink driving campaign is digitally-focused and exclusively aimed towards 18-34 year old men.
Targeted digital ads will run over the festive season into January 2015 on websites such as: Time Out, Metro and Transport for London and will feature straplines including, ‘Driving? Enjoy a Jameson some other time’ and ‘The key to a great night. No car key’.
No car key
Women are more likely than men to agree a designated driver beforehand (58% vs. 52%). Likelihood to do this also increases with age; 43% of 18-24 year olds say that they would agree a designated driver before going out for the evening to an occasion involving drinking alcohol, increasing to 58% of those aged 65 and over.
Members living in London are the least likely to agree a designated driver beforehand (40%), and are the most likely to plan to use public transport or taxis (39%).
Drivers in the East of England (61%) and the South West (60%) are most likely to agree a designated driver beforehand.
The AA survey also showed that people try various approaches the morning after heavy drinking to attempt to alleviate a hangover.
The most popular tactic amongst more than one third (37%) of drivers is to drink lots of water, while almost half of younger drivers aged 18-24 years old will have a fried breakfast (45%).
However, although some doctors have indicated that these techniques may help sooth a hangover, it is less clear that they reduce alcohol levels more quickly.
Therefore, Pernod Ricard UK and the AA recommend that if you are going to drive, even early the next day, then you should not drink.
Drink lots of water 37%
Fried breakfast 16%
Fruit juice 9%
Go for a run 3%
Irn Bru 2%
9% of drivers in Scotland opted for Irn Bru compared to just 1% in every other part of the UK.
Those in London and the South East are most likely to try water along with 69% of 18-24 year old drivers.
A fried breakfast was favoured most in London, the North East and amongst younger drivers.
Drivers in the North East were least likely to go for a run and younger drivers were most likely to try this (8%).
Those in the East Midlands and Scotland were least likely to try an aspirin.
The same penalties, such as a minimum year’s ban, for drink driving apply the morning after as they do the night before
Edmund King, AA president
Commenting, Edmund King, AA president, said: “It is encouraging to see that many people are choosing to select a designated driver before a night out but it’s really important that they also consider arrangements for the morning after too. Alcohol levels in the body can still mean that drivers are over the limit the following morning and we want to ensure that people are fully aware of this when they are making the decision whether or not to get behind the wheel.
“There are many urban myths and rituals used to try to counter hang-overs and reduce blood alcohol levels but the only safe method is to drink less or give adequate time for the alcohol to leave your system. The same penalties, such as a minimum year’s ban, for drink driving apply the morning after as they do the night before.”
If you're driving, don't drink
We would suggest implementing simple ideas in pubs and bars, such as having a local taxi list accessible on the bar
Denis O’Flynn, MD Pernod Ricard UK
Denis O’Flynn, Managing Director of Pernod Ricard UK, added: “This year we are using the Jameson brand to grab the attention of young adults who may be tempted to drink-drive. It’s clear that a lot of people are making the right choices but often they don’t realise the dangers of driving in the morning after a night of festivities.
“The Christmas period is a key time for our trade customers and they can also play a role in encouraging people to make sensible decisions when it comes to driving. We would suggest implementing simple ideas in pubs and bars, such as having a local taxi list accessible on the bar or allowing customers to leave their car in the car park overnight, to collect later the following day.”
In total, Pernod Ricard UK and the Automobile Association have run eight anti-drink driving campaigns over the summer and Christmas periods since December 2010.
Further details on Pernod Ricard’s responsible drinking campaigns are available in its ‘Wise Drinking’ brochure.
The latest estimates of drink drive casualties are for 2012 and show that there were 230 drink drive deaths in 2012, not significantly different to the previous two years.
(9 December 2014)
* Populus received 19,887 adults, aged 18+, responded to the AA-Populus online panel between 18-26 November 2014. Populus is a member of the British Polling Council and abides by its rules. For more details go to www.populus.co.uk.
Pernod Ricard UK initiatives to promote responsible drinking include product labelling, responsible marketing practices, active membership of social responsibility organisations such as the Portman Group and trade bodies including the WSTA, plus contributions to the Drinkaware Trust and the Campaign for Smarter Drinking. Pernod Ricard UK also actively participates in the Group’s Responsib’ALL Day – when all Group employees, on the same day and in all subsidiaries, take part in initiatives to take concrete steps against irresponsible drinking.