YOU would think nightspots or liquor distributors would want you to drink as much as you can.

After all, the more you drink, the more they earn.

But many nightlife industry members are joining the anti-drink- and-drive movement.

Since last year, many clubs and bars have implemented various measures like a drive-you-home valet service, distribution of free bottles of water and brochures on safe drinking in a bid to help partygoers drink responsibly.

Recently, even more creative approaches have been rolled out to drum-up the message that it's not cool to drink and drive.

Angel's Share, a wine and restrobar at Dempsey Hill, for example, has introduced a Designated Driver Programme.

Volunteer as the designated driver for your table and your drinks for the night - non-alcoholic, of course - will be on the house.

Last Friday, Diageo, the distributor for brands like Smirnoff, Baileys and Johnnie Walker, launched its Diageo Guardian Angel campaign.

For the next three months, a team of models dressed as angels, complete with large, fluffy white wings - the company's 'responsible drinking ambassadors' - will visit key clubs and bars on Friday nights to encourage partygoers to drink responsibly.

Hitting hotspots like Clarke Quay, Boat Quay and St James Power Station, they will also give away bottles of water, T-shirts and temporary tattoos.

It's a timely move considering that the end of the year is usually filled with parties and celebrations.

Mr Lin Menuhin, Diageo Asia Pacific's alcohol and responsibility director, said: 'Ensuring the responsible marketing and consumption of alcohol is one of our key areas of focus for our corporate social responsibility activity.

'Globally, Diageo has committed one per cent of its operating profit to social investment and community projects.

'We do not expect to see any kind of financial returns for these kinds of projects. We are, however, hoping to effect a measurable change in attitudes towards drink driving and responsible drinking.'

SOCIAL RESPONSIBILITY

According to Traffic Police figures, during the first quarter of this year, 914 motorists were held for drink driving, compared to 753 during the same period last year.

Last year, 3,733 drivers were nabbed for drink driving. Of these, one in 10 were involved in accidents.

Furthermore, drink drivers were responsible for the death of 25 people.

These campaigns sound good, but does it make business sense?

Mr Menuhin explained: 'Selling alcohol and encouraging responsible drinking are not mutually exclusive. While we are very proud of the role our brands can play in celebrations every day, everywhere, we also recognise that alcohol can be misused.

'Therefore, we see it as our responsibility to encourage our consumers to use our products in an appropriate manner. We want our consumers to be healthy and to enjoy our products in moderation.'

He added that the abuse of alcohol also has a 'negative impact on our business and its sustainability'.

Thumper's general manager, MrChe Pereira, agreed.

Said MrPereira: 'Nightlife industry members should offer some anti-drink-driving measures as we have equal obligation, if not more, to keep society safe in this respect.

'You may not be able to stop people from drinking, but you can help how they leave your club to head home.'

PERSONAL EXPERIENCE

Thumper is one of several nightspots which offer a valet drive-home service.

For Angel Share's owner Chua Peng Yam, his decision to implement his slew of programmes stems partly from personal experience.

Said Mr Chua: 'I lost my 13-year-old licence three years ago after a wine dinner.

'Looking back, I was lucky that I didn't lose my licence for hurting others. I have just got it back three weeks ago.'

Mr Chua does not want this, or worse, to happen to his customers.

'Beautiful indulgence must come with a price of responsibility,' he added.

Although his outlet has been open for a few months, Mr Chua has noticed an increasing acceptance among his customers when it comes to these measures.

He added: 'As all these measures are new, the take-up rate has been low, at about 10 per cent of customers.

'However, we are noticing an increasing acceptance with repeat customers coming back with appointed drivers and having their drinks taken care of by us.'

The restrobar also provides breathlysers and can hire cab jockeys to drive people home in their own cars.

Actually, for some groups of clubbers, a valet drive-home service may even be cheaper than taking the taxi or driving.

St James Power Station's publicity manager, Cheryl Khong, said: 'We have a drive-home service that costs $60 per vehicle, regardless of the number of people.

'So, if you divide that between four friends (the maximum a car can take), it can be very much less than what you would pay if you take a cab past midnight.'

Clubbers we spoke to are largely pleased with such steps.

Said Mr Roland Spenninger, a senior manager in his late 40s, who has taken advantage of Angel Share's programme: 'I don't know of any other nightspots in other countries I've visited that have such initiatives.

'I take turns with my friends to drive, but if it's just me and my wife, she usually drives. Still, non-alcoholic drinks come to quite a bit, and if we need to pay, it would cost about $20 to $30. So, it's a great saving.'