Today (4), Malibu launched a winter edition of its ongoing responsible drinking initiative “Don’t Drink and Dive”, after campaign partner Royal Life Saving Society UK (RLSS UK) revealed the startling reality that more than one in four winter drownings involve alcohol 1. As festive celebrations sweep the nation, the campaign serves as a sobering reminder for Brits to stay safe near water, even during the colder months.
In eye-catching festive fashion, the winter Don’t Drink and Dive initiative sees a series of seasonal lifeguard towers – complete with baubles and jolly decorations – installed in popular inner-city drinking locations near water across London, Manchester and Bristol. In light of statistics shared by RLSS UK, showing 73 per cent of winter drownings occur in inland waters, including rivers and canals, the RLSS UK-trained lifeguards will sport a limited-edition festive jumper, reminding the nation of the risks associated with drinking alcohol near water in winter. With nine in 10 winter drownings occurring when individuals don’t intend to be in the water, the lifeguards will engage merry revellers throughout the evening, offering tips and safety advice to get people talking, thinking, and drinking differently around water during the holiday season.
In partnership with Made With Love, Tom Daley’s knitwear brand, the campaign's dedicated lifeguards will showcase a limited edition Don't Drink and Dive knitted jumper design. A limited run of the woollen jumpers will be made available to purchase via Made With Love’s online shop, with all proceeds going to RLSS UK, helping to fund essential water safety initiatives across the country.
“Alcohol-related drowning is not just a summer issue, it's also a real problem during the winter months which many might not consider,” said Tom Daley. “With more than one in four drownings in winter involving alcohol, it's important to spread the word on this issue and encourage everyone to stay safe near water, particularly as we approach the festive season”.
As temperatures drop, and the festive season gets into full flow, the winter edition of “Don’t Drink and Dive” aims to shine a light on the dangers of drinking alcohol near urban waterways, reminding party-goers to take care and drink responsibly.
Alison Perrottet, Brand Director for Pernod Ricard UK, said: “We are extremely proud of Malibu’s responsible drinking campaign and delighted to be releasing this second iteration of the ‘Don’t Drink and Dive’ platform. Responsible drinking is a key pillar within our strategy and Tom has been a fantastic ambassador to land this important message with our audience. The first campaign back in August was award-winning and we’re on a mission to continue raising awareness of alcohol-related drownings during the festive season.”
For more information on responsible drinking around water, Malibu and RLSS UK have shared leading tips on staying safe when consuming alcohol atwww.dontdrinkanddive.com.
Panel discussion at the relaunch of the SAITG on 3 March 2025
