Ride Sober This Christmas: THINK! Campaign Urges Bikers to Stay Safe
This festive season, THINK! is launching its Christmas campaign to remind motorcyclists of the critical importance of riding sober. We’re passionate about supporting riders and ensuring everyone enjoys a safe festive season. That’s why we’re sending a powerful message: alcohol and riding simply don’t mix.
The Devastating Impact of Drink-Riding
The dangers of riding under the influence of alcohol are tragically clear. Just one lapse in judgment or reaction can lead to irreversible consequences.
Consider the story of Graham Drewett, an experienced and well-loved motorcyclist whose life was cut short due to drink-riding. After consuming alcohol, Graham failed to notice a queue of stationary vehicles at temporary traffic lights—a road he knew well. The impact flung him into the opposite carriageway, where he was fatally struck by an oncoming vehicle.
A coroner confirmed that alcohol had impaired Graham’s ability to safely control his motorbike and respond to road conditions, directly contributing to the crash. His death serves as a heartbreaking reminder of how alcohol magnifies the vulnerabilities bikers face on the road.
A Community in Mourning
Graham was more than a statistic; he was a well-loved member of his local biking community. Messages of sympathy poured in on his Facebook page, and fellow riders honoured him with a motorcycle escort at his funeral. Senior Somerset Coroner Samantha Marsh called his death a “tragedy,” underscoring the need for greater awareness of the risks.
Ride Responsibly—For Yourself and Others
As bikers, we understand the thrill and freedom of riding, but with that comes a responsibility to stay sharp and sober. Alcohol impairs reaction times, decision-making, and coordination—skills critical for safe riding.
This Christmas, we urge every rider to pledge: no drinks before hitting the road. Let’s honour Graham’s memory and protect ourselves, our passengers, and our communities.
Stay safe, ride smart, and have a wonderful Christmas.