As an extension of the successful summer BeerWatch campaign, Cisk partnered with Taxify during the Christmas season to encourage responsible behaviour and promote safe celebrations. The awareness campaign focused on the message of 'Don't Drink and Drive' and also offered free cab rides to any persons booking their cab through the Taxify app on selected days and times during December.

Two vehicles were co-branded with Cisk and Taxify visuals and if commuters were picked up by any of these branded cars, then their cab ride was complimentary with the cost picked up by Cisk.

"Our BeerWatch campaign started in summer 2017 and is aimed at raising awareness about responsible drinking during the hot summer months. A second successful campaign followed last summer, and this year we have extended it beyond the beach to encourage responsible drinking during the Christmas season," said Karl Bondin, Beers Brand manager at Simonds Farsons Cisk plc.

A total of 231 free rides were given throughout the campaign, with excellent feedback received for the initiative.

The award-winning Cisk portfolio, which includes Cisk Lager, Cisk Excel, Cisk Pilsner, Cisk Export, Cisk Strong and the Cisk Chill range of flavoured beers, is brewed, marketed and distributed by Simonds Farsons Cisk plc.