In a £1.6 million advertising campaign launched today, police are warning motorists that they will be cracking down hard on drink driving over the festive period.
And in a new twist, Coca-Cola is working with the Department for Transport (DfT) to offer free soft drinks to designated drivers over Christmas and New Year.
"This year will see more roadside stop and check operations than ever before,” warned Deputy Chief Constable Adam Briggs. “We will be stopping a large number of drivers.”
Many police forces will be using new drink and drug testing equipment, supplied by the DfT.
Coca Cola will be offering drink deals in 2500 bars and pubs across the country.