Independent Scottish brewer BrewDog is offering 15% off soft drinks and low-alcohol beer as part of a new marketing promotion.
The “designated driver discount” is applied to customers who present a set of car keys when ordering, and covers soft drinks, coffees and the brewery’s 0.5% ABV Nanny State beer. The company claimed that it would make it “easier for people to enjoy themselves… before driving home safely and legally”.
The new incentive was conceived in response to new legislation regarding the drink drive limit in Scotland, which was lowered in December. Drivers may now have up to 50mg of alcohol in every 100ml of their blood. The previous limit, which still applies across the rest of the UK, was the joint highest in Europe.
BrewDog co-founder James Watt said: “This is our way of giving a little back to those brave souls who have taken on the responsibility to safely ferry their friends to and from the watering hole. We’ve always championed responsible drinking, and with this discount, we want to make it easier for those who have to drive to enjoy themselves in our bars. Nanny State is the perfect choice for designated drivers. It demonstrates the versatility of beer, showing it is perfectly possible to achieve a flavoursome and complex beer with very low alcohol levels.”
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