SAFE RIDE KY COALITION OFFERS $20 LYFT DISCOUNTS TO PREVENT IMPAIRED DRIVING THIS WEEK
For Immediate Release – November 20, 2018
FRANKFORT, Ky – Starting Wednesday, the Safe Ride KY coalition will be offering $20,000 of safe rides over the Thanksgiving holiday to prevent impaired driving, the Kentucky Distillers’ Association announced today.
By entering the code SAFERIDETURKEY in the Lyft mobile application, users can get two $10 discounts Wednesday through Sunday.
“The night before Thanksgiving is considered one of America’s biggest drinking holidays of the year,” KDA President Eric Gregory said. “As you gather with family and friends over a glass of Kentucky Bourbon, please enjoy it responsibly and in moderation, which includes planning ahead for a safe ride.”
Safe Ride KY is funded by the KDA, Lyft, the Wine and Spirits Wholesalers of Kentucky, Independent Stave Company and Buzick Construction and supported by the Kentucky Office of Highway Safety and Louisville Metro Councilman Brandon Coan (D-8).
Since last December, Safe Ride KY has delivered 4,394 sober rides across Kentucky on high-traffic holidays like Christmas and New Year’s, St. Patrick’s Day, Independence Day, Labor Day and Thanksgiving.
What’s more, its campaign has attracted 358 new users to the Lyft platform, signaling real behavior change.
“Downloading the Lyft app is generally a consumer’s first step towards using safe rides more regularly,” Gregory said. “That’s what we like to see.”
The campaign – titled “This one’s on us” and produced by Red7e in Louisville – is promoted to consumers of legal drinking age online and in bars, liquor stores and other retail environments where beverage alcohol is sold, and supports the Kentucky Office of Highway Safety’s education and enforcement efforts.
According to Kentucky State Police, 10 drunk driving deaths occurred during the Thanksgiving holiday in the last five years, while holidays like Labor Day (15), Memorial Day (15), Independence Day (14), and Christmas and New Year’s (25) saw Kentucky families lose loved ones to drunk driving, as well.
“These drunken driving-related crashes and others throughout the year are always 100% preventable,” said Kentucky Office of Highway Safety Executive Director Jason Siwula. “We appreciate the coalition’s efforts to help prevent these tragedies from occurring on Kentucky roadways.”
Ali Edelstein, the KDA’s Director of Social Responsibility, added, “While Kentucky’s alcohol-impaired fatality rates are below the national average, even one death is too many. We want to make it easy for all Kentuckians to make the right choice and use safe rides when they’re drinking.”
Beverage alcohol retailers who would like to receive materials to promote the free safe ride code, or any groups that would like to help financially, should contact Edelstein at [email protected]. “We’re always looking for new partners to join us and expand this critical initiative,” she said.
For more information, contact: Ali Edelstein, KDA Director of Social Responsibility, (502) 424-5841.
Founded in 1880, the Kentucky Distillers’ Association is the historic voice for Kentucky’s signature Bourbon and distilled spirits industry. Its diverse and growing membership produces 90 percent of the world’s Bourbon, from legendary, global brands to emerging micro distilleries that are fostering the next generation of the Commonwealth’s timeless craft and treasured economic engine. Member benefits include media relations, international trade development, private sampling events, technical assistance, economic development support, networking, legal defense, marketing strategies, governmental and regulatory advocacy and innovative tourism experiences through the KDA’s world-famous Kentucky Bourbon Trail® and Kentucky Bourbon Trail Craft Tour® adventures. The KDA maintains an open membership policy, champions a strong commitment to the responsible and moderate consumption of spirits, and fights to curb underage drinking and drunk driving. Learn more at www.kybourbon.com and www.kybourbontrail.com. KENTUCKY BOURBON TRAIL®, KENTUCKY BOURBON TRAIL CRAFT TOUR®, KENTUCKY BOURBON AFFAIRTM, KBTTM, and BOURBON TRAILTM are trademarks/service marks of the Kentucky Distillers’ Association. Please savor our Bourbon and distilled spirits like a true Kentuckian – Responsibly.