More than 260 pubs offer free drinks to ‘lift legends’ this Christmas

More than 260 pubs, clubs and restaurants across Devon and Cornwall are offering free soft drinks to designated drivers throughout December as part of the annual Lift Legend scheme, a festive campaign designed to prevent drink-driving and reduce deaths and injuries on the region’s roads.

Run by the Vision Zero South West road safety partnership, the initiative rewards drivers who choose to stay sober by giving them a free drink voucher when they purchase their first soft drink. Participants simply tell the bar staff they are a “Lift Legend” for the night.

Drink-driving remains one of the “Fatal Five” causes of serious and fatal collisions in the South West. Last year alone, police made more than 2,000 arrests for drink-driving in Devon and Cornwall. Between 2020 and 2024, 25 people were killed and 253 seriously injured in alcohol-related crashes.

The legal limit in England remains 80mg of alcohol per 100ml of blood, but police warn that even small amounts can impair driving.

Adrian Leisk, Devon & Cornwall Police’s Head of Road Safety, urged drivers not to take chances.
“Alcohol affects everyone differently and it’s impossible to know exactly how many drinks will put you over the limit,” he said.
“You can also be arrested even if you are under the prescribed limit if you are deemed not to be in proper control of your vehicle.
“The only way you can be absolutely sure that you are safe to drive is by not drinking at all beforehand. Have ‘none for the road’ and make the most of the free drinks being offered by our fantastic Lift Legend venues.”

Police & Crime Commissioner Alison Hernandez, who chairs the Vision Zero South West partnership, reinforced the message.
“Sadly, the consequences of drink-driving are still not hitting home for some people,” she said.
“You can expect an automatic one-year driving ban, penalty points on your license, a hefty fine and a criminal record… It’s just not worth it. Don’t take the risk.
“I’d also like to extend a huge thank you to all of the supportive pubs, clubs and hotels which have signed up to the Lift Legend scheme this year. You are doing your bit to help keep us all safe this Christmas.”

Forty venues operated by St Austell Brewery are taking part. Chief Operating Officer Andrew Turner said: “We want to see everyone get home safely which is why we are delighted to be supporting the Lift Legend scheme… Soft drinks, Thatchers 0% cider and our award-winning Proper Job 0.5% IPA will all be available free of charge for designated drivers. Here’s to a happy and safe Christmas!”

Alongside Lift Legend, Christmas Night Bus services are running every Saturday night - including “Factory Friday” and New Year’s Eve - across Exeter, Plymouth, Torbay and North Devon to provide safe, affordable transport.

Devon & Cornwall Police are also carrying out Operation Limit, their annual clampdown on drink and drug-driving. Last year, 178 arrests were made during the campaign.

Drink-Driving: The Facts (Brake)

• Drivers are 6x more likely to be involved in a fatal crash with 50–80mg alcohol per 100ml blood

• 3x more likely to die on the roads with 20–50mg

• 46% more likely to be at fault with as little as 10mg

Vision Zero South West is a partnership of councils, emergency services, NHS trusts and national agencies committed to reducing road deaths and serious injuries to zero. Members include the region’s police, fire services, councils, ambulance trusts, air ambulances, National Highways, clinicians, and safety organisations such as PACTS and Driving for Better Business.

Projects funded by the partnership include:

• A study into life-saving TXA use by first responders

• Subsidised advanced driver and motorcyclist training

• Vehicle Activated Signs for local communities

• Speed detection equipment for police

• An AI camera trial targeting seatbelt and phone offences

• Pedestrian training initiatives

• Roadside cycle and motorcycle safety signage

• Targeted road safety advertising

More information and a list of participating Lift Legend venues is available on the Vision Zero South West website.