Pernod Ricard UK has launched an extension of its 'Accept Responsibility' advertising campaign to target drink driving in the UK.

Following government statistics that showed alcohol-related accidents on UK roads rose last year, the Pernod campaign challenges consumers to think twice about common excuses made for drink driving. 

Pernod also directs consumers to a website, www.acceptresponsibility.org.uk, for information on responsible drinking.

Government ministers launched a nation-wide anti-drink drive campaign earlier this month, to run over the Christmas period.  

Pernod's campaign, its third in a series, highlights excuses such as "I've driven home from here so many times I could do it blind-folded" and "there's no-one on the road this time of night."

The drinks giant estimates that adverts, which will run up to New Year, will reach around 13m people.

Jean-Manuel Spriet, CEO of Pernod Ricard UK, said: "Through the three executions of Accept Responsibility, we have addressed critical areas: binge drinking, underage drinking and drink driving.

"Despite the majority of consumers enjoying alcohol in a safe and convivial way, we believe in collective responsibility to tackle alcohol misuse, and this includes challenging consumers to do their part."