Malibu has unveiled a festive winter edition of its ongoing responsible drinking initiative, Don’t Drink and Dive, in partnership with the Royal Life Saving Society UK (RLSS UK).

As the festive season gets into full swing, the campaign aims to raise awareness about the risks of drinking near water, particularly during winter when 73% of drownings occur in inland waters like rivers and canals.

To spotlight this issue, Malibu has installed festive lifeguard towers, adorned with baubles and holiday decorations, in drinking hotspots near waterways across London, Manchester, and Bristol.

RLSS UK-trained lifeguards, dressed in limited-edition festive jumpers, are engaging with party-goers, offering tips and advice to encourage safer behavior around water.

Adding a stylish twist, the campaign has partnered with Tom Daley’s knitwear brand, Made With Love, to create a limited-edition Don’t Drink and Dive jumper. Proceeds from the jumper’s sales will support RLSS UK’s water safety programs.

Daley said: “Alcohol-related drowning is not just a summer issue, it’s also a real problem during the winter months which many might not consider. With more than 1 in 4 drownings in winter involving alcohol, it’s important to spread the word on this issue and encourage everyone to stay safe near water, particularly as we approach the festive season”.

Craig van Niekerk, VP of Marketing at Malibu, added: “The winter edition of our Don’t Drink and Dive campaign feels just as important as the summer campaign – whilst people don’t intend to get into the water, accidents are happening, particularly when alcohol is involved; the ‘Don’t Drink and Dive’ message acts as rallying catch-all for the responsible consumption of alcohol around water. We’re proud to be continuing to raise awareness of responsible drinking around water – whatever the time of year!” 

Matt Croxall, Charity Director at RLSS UK, concluded: “Our festive lifeguards are a creative way of bringing to life this incredibly important message. The research shows that alcohol-related drownings occur all year round, and when the temperatures drop it is inland waterways that pose the greatest risk of drowning. Let’s make this holiday season one to remember for all the right reasons – by keeping everyone safe.”