---
title: UK rail company introduces low-alcohol beer to keep passengers safe this holiday season
description: "Avanti West Coast debuts \"Safety Thirst,\" a festive low-alcohol brew designed to reduce holiday train travel accidents and promote safety."
---

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# [UK rail company introduces low-alcohol beer to keep passengers safe this holiday season](https://www.trendwatching.com/innovations/uk-rail-company-introduces-low-alcohol-beer-to-keep-passengers-safe-this-holiday-season)

 Written by [Liesbeth den Toom](https://www.trendwatching.com/innovations/author/liesbeth-den-toom) | Dec 17, 2024 3:34:49 PM

Train operator [Avanti West Coast](https://newsdesk.avantiwestcoast.co.uk/news/avanti-west-coast-launches-new-low-alcohol-beer-safety-thirst-for-festive-campaign) 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.

[View full post](https://www.trendwatching.com/innovations/uk-rail-company-introduces-low-alcohol-beer-to-keep-passengers-safe-this-holiday-season)

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