Global Brands, the Chesterfield-based drinks producer behind the likes of Hooch, VK, and Franklin & Sons, has announced it is supporting Derbyshire Police and Crime Commissioner on her “Don’t Risk The Drive” campaign – aiming to combat drink driving over the festive period.

The campaign, which is set to launch on 3rd November, is designed to encourage locals to plan ahead of any festivities this Christmas – such as exploring public transport routes, having a designated driver for the night, booking taxis or enjoying 0% alternatives – to combat levels of drink driving in the region.

Global Brands LTD, whose drinks are stocked in over 200 venues across Derbyshire and which also operates the Casa Hotel and Peak Edge Hotel in Chesterfield, has pledged its support to the campaign, in a move which will see it introduce bespoke no & low menus for designated drivers and non-drinkers in its local venues, as well as for its customers nationwide that serve its soft drink and mixer brand, Franklin & Sons.

The drinks producer is also offering 100 free cases of Franklin & Sons Pressed Raspberry Lemonade to its existing customers nationally, as well as supporting promotional artwork for these venues, to drive awareness of the campaign.

Zehra Gezer, Head of Corporate Marketing at Global Brands, said:

“We know that, as a large drinks producer, we have a duty of care to our communities on both a national and regional scale, and this is a responsibility that we hold seriously."

“We are grateful to have the opportunity to work collaboratively with Derbyshire Constabulary to combat this important topic and make a meaningful impact for our local area. We hope other local businesses will follow suit and get behind this important campaign.”

Steve Perez, CEO and founder of Global Brands, Casa Hotel and Peak Edge Hotel, added:

“The advancement in no and low drinks over recent years has been remarkable and there are now plenty of brilliant alcohol alternatives available both at our Casa Hotel and Peak Edge Hotel, as well venues across the country."

“We’re proud to support the Police and Crime Commissioner on this important campaign. There’s no reason anyone should risk getting behind the wheel after a drink, and I’d urge everyone to think ahead this Christmas – plan your journey, enjoy the celebrations, and make sure everyone gets home safely.”

Derbyshire Police and Crime Commissioner Nicolle Ndiweni-Roberts said:

“We are all proud to work with Global Brands to highlight the importance of planning ahead and taking care when going out in our city, towns, villages, and rural communities."

“I want residents and visitors to enjoy everything Derbyshire has to offer – to connect, celebrate, and catch up with family and friends. But during this busy season, I hope everyone remembers that just one lapse in judgment can have devastating, lifelong consequences."

“No matter the temptation, it is never worth it. Please, don’t risk the drive. I’m urging the public and businesses to join us in making sure everyone gets home safely. This campaign is about planning ahead, knowing your options, and removing the opportunity for recklessness – avoiding harm to yourself and others."

“I’m proud to see Global Brands leading the way. With the company’s significant local and national presence, I really value the support given - promoting this campaign and the practical steps it is taking to increase low and zero-alcohol options across their venues."

"This leadership sets a powerful example for the rest of the industry across Derbyshire and beyond. As a partnership it demonstrates what can be achieved when both public and private sector partners work together to raise awareness, change behaviours, and ultimately save lives on our roads.”

Photo: L-R, Nicolle Ndiweni-Roberts, Derbyshire Police and Crime Commissioner and Steve Perez, CEO and founder of Global Brands, Casa Hotel and Peak Edge Hotel