Avanti West Coast has taken an innovative approach to rail safety this Christmas by launching a limited-edition low-alcohol beer, Safety Thirst, to encourage responsible drinking during the festive season. The move comes as research highlights a sharp rise in rail-related accidents where alcohol is a contributing factor during the holiday period.
The campaign, backed by the Rail Safety and Standards Board (RSSB) and leading alcohol awareness charity Drinkaware, aims to address the 45% increase in passenger accidents linked to intoxication seen across the UK’s rail network last Christmas.
‘Safety Thirst’: A Brew with a Purpose
The 0.5% pale ale, created in partnership with Birmingham Brewing Company, will be served onboard Avanti West Coast trains throughout December. Based on the brewery’s award-winning Sober Brummie ale, the brew comes in a vibrant, heritage-inspired can bearing the campaign’s catchphrase: “Rail safety just got tasty.”
Andy Milford, Sales and Brand Manager at Birmingham Brewing Company, highlighted the importance of balancing enjoyment with safety:
“We want to ensure everyone gets home safely to enjoy the festive season. People can savour a great beer while keeping their celebrations – and their journeys – on track.”
Creative Campaign to Deliver Safety Messages
To promote Safety Thirst, Avanti West Coast enlisted the help of its own choir, who delivered a festive safety message through a reworked version of Jingle Bells at Stafford Station. The catchy carol focuses on rail safety while adding a light-hearted, seasonal twist.
The campaign is further amplified through a tongue-in-cheek safety film, developed in partnership with social media agency Cubaka. Launched across YouTube and Meta, the 30-second mock advert strategically coincides with the busy December travel period, when passenger numbers swell due to Christmas markets, shopping trips, and nights out.
Olly Honess, Creative Director at Cubaka, explained the campaign’s unique approach:
“Understanding that alcohol plays a significant role in station accidents unlocked the key insight behind this brief. Instead of delivering another standard safety message, we leaned into a growing cultural trend for low and no-alcohol drinks, creating something practical and engaging.”
A Collaborative Safety Effort
The Safety Thirst initiative forms part of Avanti West Coast’s broader Take Care. Get There. campaign, which was launched earlier this year. Phase one focused on station safety through bespoke artwork and behavioural science insights, while the second phase prioritises responsible drinking during the festive rush.
Dave Whitehouse, Director of Safety, Security and Environment at Avanti West Coast, underlined the campaign’s intent:
“We want rail travel to be the transport of choice for people celebrating the festive season, but it’s vital that safety comes first. Safety Thirst is a fun, engaging way to remind our customers to drink responsibly and enjoy a smoother, safer journey.”
Backed by Industry Leaders
Mark Phillips, CEO of the Rail Safety and Standards Board, praised the campaign’s creative approach:
“Every year, we see a spike in alcohol-related incidents during the Christmas period. Avanti’s initiative highlights that responsible drinking can play a big role in keeping passengers safe.”
Karen Tyrell, CEO of Drinkaware, added that the rise in popularity of low-alcohol drinks makes Safety Thirst particularly timely:
“Our research shows that around a third of people now choose low or no-alcohol options to moderate their drinking. This campaign provides travellers with a great alternative while keeping within safe drinking guidelines.”
Safety First, Festivities Intact
Avanti West Coast’s creative spin on rail safety demonstrates how blending practical solutions with cultural trends can deliver a powerful message. With Safety Thirst now available on board, passengers can enjoy their festive journeys responsibly while reducing risks on the rail network.
As the campaign rolls out, Avanti hopes to set an example for other industries, proving that safety messages don’t need to be dull to make an impact – especially when they come with a festive twist.
