This year's Christmas campaign against drink-driving will see soft drinks being offered for fee or at discount prices at one thousand venues across the West Midlands.
The initiative will run alongside an advertising campaign which will warn drivers they face losing their car for at least 12 months if they are convicted of drink-driving.
Road Safety Minister Paul Clark said he was hopeful that support from pub operators for the campaign would help reduce the number of drink-drive incidents in the region this year.
He said: "Last year 430 people didn't make it home to their families because of drink drivers.
"If you're drinking this Christmas, then leave the car at home. I am delighted that drinks companies and pub chains have joined our new Driver Friendly initiative to reward designated drivers for steering clear of alcohol.
"Anyone convicted of drink driving will lose their licence for a minimum of 12 months – they’ll also get a criminal record and a large fine. Don't ruin Christmas in a moment of selfishness."
More than half a million drivers are stopped and breathalysed each year with more breath tests carried out in December than other months. This year the police aim to carry out record numbers of road side breath tests so drink drivers are more likely than ever to be caught and punished.
The Department for Transport have also announced that an independent expert has been appointed to examine possible changes to the law on drink and drug driving.
