Allegrini, one of the best known Amarone producers in Veneto, is to give a free bottle of wine to drivers as part of a drink-driving campaign in Italy.
Throughout May, all designated drivers who manage to successfully stay off alcohol during nights out will be rewarded with a complimentary bottle of Palazzo della Torre.
Drink-driving is responsible for 2.9% of all car accidents in Italy and the legal alcohol limit is 0.5 g/l or the equivalent of two glasses of wine.
According to Marilisa Allegrini, the winery’s owner, this advertising strategy aims to draw attention to drink-driving issues as well as to encourage people to eat out more.
The economic recession has hit restaurants particularly hard and this campaign will also help to revive a sector which is of upmost importance to the wine trade.
Written by Elena Di Luigi