For those of you travelling during the festive period, Avanti West Coast has launched a new low-alcohol beer ‘Safety Thirst’.
The beer is being launched as part of a safety campaign to help reduce customer accidents at stations and onboard trains during the festive period. 
Named “Safety Thirst”, the 0.5 percent pale ale, will be stocked onboard the intercity operator’s trains to encourage those enjoying festivities to drink responsibly while travelling on the rail network.
Served in a bold, vibrant can, the design of Safety Thirst draws inspiration from heritage railway wayfinding signage with the catchline: “Rail safety just got tasty”. The limited-edition brew has been created in partnership with Birmingham Brewing Company, which is local to the West Coast Main Line, and is based on their award-winning low-alcohol pale ale, Sober Brummie.
The initiative is being backed by UK’s leading alcohol charity Drinkaware and the Rail Safety and Standards Board (RSSB). Figures compiled by the RSSB show the number of accidents on the GB mainline network last year where intoxication was a possible factor increased by 45 percent during the Christmas period.
It’s part of a campaign for safety during the festive season. The next part “Take care. Get there” campaign which aims to help customers navigate railway stations safely. Launched in August, the first stage of the awareness drive saw the train operator personify parts of station buildings through bespoke artwork to highlight how they improve safety. It was created with the help of behavioural scientist, Richard Shotton.
This time the focus is on the festive period – when people taking the train for Christmas markets, a night out or shopping may want to enjoy a drink – highlighting the pitfalls of consuming too much alcohol while using the railway.
In Quotes
Dave Whitehouse, Director of Safety, Security and Environment at Avanti West Coast, 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 and our staff are on hand to help everyone get to their destination safely. 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.”
Mark Phillips, CEO at the Rail Safety and Standards Board (RSSB) said:
“This is a fantastic initiative by Avanti West Coast. 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.”
Karen Tyrell, CEO of Drinkaware, said:
“This is a great move. Our research shows that low and no-alcohol drinks are increasing in popularity, with around a third of people now using them to moderate their drinking.
“Creating a low alcohol option for those travelling on Avanti West Coast will help people cut back on their drinking. It will also keep within the Chief Medical Officers’ guidelines, of 14 units per week spread over three or more days, with several drink-free days as well as no bingeing.”
Be safe, especially this time of year
Whilst taking the train after a night out is a far better option than drinking and driving (and if you do that… really?), you still need to be careful on the railways – and this means keeping back from yellow lines, not going near the tracks or overhead wires, ensuring you board before the doors close, not getting trapped in doors – the list continues.
With the introduction of a low-alcohol beer, it will give the passengers aboard something lighter to drink, than some of the currently offered beverages.
However, I doubt it will stop those who bring the 4-packs with them on the trains to keep the party going…
Images, Avanti West Coast.
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