Drivers are being encouraged to stay away from all alcohol if they plan to drive over the festive period.
GEM Motoring Assist is reminding motorists that it is safer to not drink at all before getting behind the wheel.
Recent research from the Institute of Alcohol Studies shows a lowering of the current drink-drive limit could save around 25 lives and almost 100 serious injuries every year.
GEM road safety officer Neil Worth said: “This is a safety message that’s all about taking personal responsibility for your own safety and the safety of others who share the road with you. It has nothing to do with whether or not you may be caught drink-driving, nor does it involve working out what constitutes your own safe alcohol limit.
“The only safe alcohol limit for a driver is zero: no alcohol at all. If everyone stuck to this simple but effective rule, our roads would be much safer.”