SURVIVAL BEER

Ford of Europe

In Europe, drunk driving causes 25% of deaths among 15-29 yo teenagers. And the classic "don’t drink and drive" campaigns have no effect on this age group. ​

 

Nothing like spotting smashed-up cars on Saturday night prevents you from drinking
and driving. ​

 

We created a special edition beer, the first beer that keeps you from drinking when you have to drive. How? Thanks to its unique pack made of smashed-up car metal. The Survival Beer was distributed totally empty. Because alcohol and cars must always be kept apart.