{"api":{"host":"https:\/\/pinot.decanter.com","authorization":"Bearer ZmI2N2E2NDg1MzA0MjkwODUxZWIyN2Y0NzJkMDNhOTk3ODdkN2FkZmMyYmM3YjA0Y2IxNjBjZTU0ZGZlYzZiZg","version":"2.0"},"piano":{"sandbox":"false","aid":"6qv8OniKQO","rid":"RJXC8OC","offerId":"OFPHMJWYB8UK","offerTemplateId":"OFPHMJWYB8UK","wcTemplateId":"OTOW5EUWVZ4B"}}

Free wine used as part of Italian drink-driving campaign

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

Latest Wine News