Founded in 1922, Cerveceros de España (Brewers of Spain) is the association that represents the group of beer manufacturers in our country. Today, its partners include Heineken España, Mahou-San Miguel, Damm Groupe, Estrella de Levante, Alhambra Alimentaria Groupe, Hijos de Rivera, Cervecera de Canarias Company and La Zaragozana, who produce almost all beer in the national territory. 

 

 “La carretera te pide SIN” [campaign against drinking and driving] will continue to be used as a platform to raise awareness about the risks of drinking and driving and thus reduce accidents on our roads.

The objective of this awareness campaign, aimed at all drivers, particularly young people about to take the driving test, is to raise awareness, primarily among drivers and novice drivers, about the incompatibility of drinking and driving. In addition, all beer drinkers will be reminded that they can opt for the same drink but without alcohol in order to ensure that they are safe behind the wheel.

 

With the support of partner entities, information material is distributed among members and clients, and their various media, in order to reach as many people as possible.

 

The messages are disseminated nationally by way of:

 

-        Posters at petrol stations and driving schools; petrol pump nozzles.

-        Publicity campaign in the national media, including the broadcast of a publicity spot via the digital media.

-        Information postcards.

-        Online campaign.

 

All of this will be reinforced with a proactive PR campaign to promote the dissemination of the message through the media, starting every year with the presentation of the campaign via a press briefing and followed by the distribution of information about the campaign among media throughout Spain.

 

These channels and actions may vary depending on how the campaign develops.