# Road Safety Spirit Campaigns The Captain of the Night Campaign Tackles Drunk Driving By Michael Hemsworth | Published 2025-10-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/captain-of-the-night-campaign References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2025/10/captain-morgan-campaign-tackles-drink-driving/) & [captainmorgan](https://www.captainmorgan.com/)  The [Captain Morgan](https://www.trendhunter.com/trends/captain-morgan-spiced-gold-00) Captain of the Night campaign has been created in partnership with Think! 0% in the UK to prioritize [road safety](https://www.trendhunter.com/trends/drink-drive) by encouraging consumers to socialize in a non-alcoholic way. The campaign stars TV personality Sam Thompson and puts Captain Morgan 0.0% in the spotlight as the perfect way for consumers to socialize in pubs and bars without having to worry about inebriation. The campaign is arriving in partnership with Stonegate Pubs to offer drivers a complimentary mixed drink with Captain Morgan Spiced Gold 0.0% and cola by flashing their car keys and a QR code on the Mixr app at a participating location. Marketing Manager Min Taank spoke on the Captain Morgan Captain of the Night campaign saying, "We want to show people that with great tasting alcohol-free serves like Captain Morgan 0.0% and Cola, you really don’t have to drink alcohol to enjoy a great night out with your crew. We hope to make choosing [alcohol-free drinks](https://www.trendhunter.com/trends/yeah-its-a-drink) a social norm by inspiring more people to switch to Captain 0.0% when getting behind the wheel.” ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 58% | Activity: 62% | Freshness: 51% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Alcohol-free Socializing:** With an increasing focus on non-alcoholic social experiences, brands can innovate by creating flavorful drink alternatives that encourage safe and inclusive gatherings. - **Tech-enhanced Campaigns:** Campaigns integrating apps and digital checkpoints, like QR code scanning for rewards, are reshaping consumer engagement strategies in the hospitality industry. - **Pop Culture Endorsement:** Utilizing popular figures from pop culture, such as TV personalities, to promote lifestyle changes offers a novel approach to influence consumer behavior and norms. ### Industries Being Reshaped - **Non-alcoholic Beverage Industry:** The rise of alcohol-free drinks in social settings opens up opportunities for the non-alcoholic beverage industry to explore new product lines and partnerships. - **Hospitality Industry:** Engaging with customers in creative campaigns that promote safe driving can redefine the role of hospitality venues in public health and safety. - **Advertising and Marketing Industry:** The collaboration between brands and influencers to promote responsible consumer behaviors showcases a shift towards more socially aware advertising strategies. ## Related on Trend Hunter - [Non-Alcoholic Dark Rums](https://www.trendhunter.com/trends/captain-morgan-spiced-gold-00.md) - [Sober Driving Beer Campaigns](https://www.trendhunter.com/trends/when-you-drive-never-drink-1.md) - [Responsible Alcohol Consumption Campaigns](https://www.trendhunter.com/trends/call-it-a-night.md) - [Moderated Drinking Campaigns](https://www.trendhunter.com/trends/gordons-mix-it-up.md) - [Moderate Drinking Campaigns](https://www.trendhunter.com/trends/the-magic-of-moderate-drinking.md) - [Safety-Focused Holiday Mocktails](https://www.trendhunter.com/trends/holiday-mocktails.md) - [Drink Coaster Phone Cases](https://www.trendhunter.com/trends/ultimate-signalfree-party.md) - [Alcohol-Free Celebration Campaigns](https://www.trendhunter.com/trends/cheers-with-no-alcohol.md) - [Collaboration Canned Rum Drinks](https://www.trendhunter.com/trends/captain-morgan-original-spiced-gold.md)