The UK arm of Pernod Ricard has launched its latest anti-drink-driving campaign, in association with the Automobile Association, in the country.

The activity, which started on Monday, comprises a digital advertising push, which will be "upweighted" towards key consumption times such as Thursday-to-Saturday evenings. The ads, which use Pernod's Jameson brand, will run through the festive period.

Accident hotspot data has been utilised to target key regions with the campaign.

"We hope that our latest campaign will encourage people to stay safe this Christmas and to never drink and drive," said UK MD Denis O'Flynn.

This month's activity marks the tenth year that Pernod Ricard UK has run its anti-drink-driving campaign.

Earlier this month, Pernod CEO Alex Ricard highlighted the importance of the Millennial generation for the future of the spirits category.