Promoting safe driving in Latvia

We surveyed 1,000 drivers of all ages across the country to identify the most common unsafe driving behaviours to tackle. A quarter of them said they drank alcohol up to the legal limit before getting behind the wheel and 9% said they drove while over the limit.

Up to a third also admitted to distracted driving, including talking on the phone, drinking coffee and eating food. And almost half said they had driven with a damaged windscreen or delayed changing tyres between seasons – bad habits that can be life-threatening.

Based on these findings, GO embarked on a year-long campaign in partnership with Latvia’s Safe Driving School to raise awareness of unsafe behaviours and share advice on safe driving – and promoting GO alcohol-free beer as a responsible alternative to avoid drink-driving.

The campaign boosted the brand’s reputation and generated substantial coverage across Latvian media, with more than 7 million views of tips on safe driving that can save lives.

Safe Driving School is also using the findings of our survey to hone its training programmes for drivers, such as the practical training on safe driving techniques offered to Carlsberg colleagues in Latvia to help avoid accidents on the road.