Train operator Avanti West Coast is putting a creative spin on public safety this holiday season. The company has launched “Safety Thirst,” a limited-edition 0.5% pale ale available on board its trains, aiming to promote responsible drinking among passengers during a time of year when alcohol-related accidents traditionally spike. Data from the Rail Safety and Standards Board reveals that accidents where intoxication was a potential factor increased by 45% during last year’s Christmas season — from tripping down stairs to falling over a platform edge or driving home from the station while under the influence.
The low-alcohol brew was created in partnership with Birmingham Brewing Company and comes in a can that draws inspiration from heritage railway wayfinding signage. Safety Thirst’s launch was accompanied by an Avanti West Coast staff choir performing a safety-themed version of Jingle Bells (“Keeps you steady, light and ready, full of festive cheer.”) The campaign has garnered support from both the Rail Safety and Standards Board and harm-reduction charity Drinkaware, which notes that around a third of people now use low and no-alcohol options to moderate their drinking.
