A US$75,632 (£50,000) pint of beer was being unveiled in London, England today as part of the Government’s latest THINK! campaign highlighting the impact of a drink-drive conviction.
The5125 Institute of Advanced Motorists (IAM) has calculated the personal financial cost of drink-driving for the first time, pricing it between $30,253 (£20,000) and $75,632. The calculation reflects the fines, legal costs, rise in insurance premiums and possible job losses faced by those who are convicted.
The pricy pint, housed in a protective glass case and surrounded by security guards, was revealed in Leadenhall Market by Road Safety Minister Stephen Hammond.
“It might only look like a humble pint of beer, but it could end up costing much more than a few quid – in fact it comes with an eye-watering hidden cost if it pushes you over the limit,” said Hammond.
“Most people know not to drink and drive but a small number still do, which is why we are highlighting the consequences of a drink drive conviction through our THINK! campaign.
“Anyone thinking of drinking and driving should be without any doubt – if you are caught driving over the limit you will face a heavy court fine and lose your licence – you could even go to prison.”
The latest $2.541 million (£1.68mn) THINK! campaign will see the ‘Consequences’ Drink Drive television and radio adverts being aired over the Spring as well as online activity. The TV advert features a barman morphing into a range of characters, including a policeman, a magistrate, an employer and a car dealer, to show the potential consequences of drink-driving.
Gloucestershire Chief Constable Suzette Davenport, from the1588 Association of Chief Police Officers, said: “Drivers need to be aware there are several ways for police to catch drink drivers, so it’s not a matter of if you get caught, it’s when.
“Over the Christmas period last year police breathalysed more than 1,000 extra drivers compared to the previous year. As a result of this, there are drivers who never thought they would be caught but are now facing fines, driving bans and a criminal record.”
Simon Best, IAM chief executive, said: “The total personal cost of a drink driving conviction was a lot more than we expected. £50,000 is an awful lot to pay for just one more drink.
“On top of the up-front financial costs, the long-term impact on earnings can be serious if you factor in the stigma of a criminal record. Alcohol affects everyone differently and your limit can change depending on a large number of factors - it’s best to make it none for the road.”
The
The pricy pint, housed in a protective glass case and surrounded by security guards, was revealed in Leadenhall Market by Road Safety Minister Stephen Hammond.
“It might only look like a humble pint of beer, but it could end up costing much more than a few quid – in fact it comes with an eye-watering hidden cost if it pushes you over the limit,” said Hammond.
“Most people know not to drink and drive but a small number still do, which is why we are highlighting the consequences of a drink drive conviction through our THINK! campaign.
“Anyone thinking of drinking and driving should be without any doubt – if you are caught driving over the limit you will face a heavy court fine and lose your licence – you could even go to prison.”
The latest $2.541 million (£1.68mn) THINK! campaign will see the ‘Consequences’ Drink Drive television and radio adverts being aired over the Spring as well as online activity. The TV advert features a barman morphing into a range of characters, including a policeman, a magistrate, an employer and a car dealer, to show the potential consequences of drink-driving.
Gloucestershire Chief Constable Suzette Davenport, from the
“Over the Christmas period last year police breathalysed more than 1,000 extra drivers compared to the previous year. As a result of this, there are drivers who never thought they would be caught but are now facing fines, driving bans and a criminal record.”
Simon Best, IAM chief executive, said: “The total personal cost of a drink driving conviction was a lot more than we expected. £50,000 is an awful lot to pay for just one more drink.
“On top of the up-front financial costs, the long-term impact on earnings can be serious if you factor in the stigma of a criminal record. Alcohol affects everyone differently and your limit can change depending on a large number of factors - it’s best to make it none for the road.”
