Wenlock Spring brings back 'The ONLY One for the Road' for Christmas 2026

Shropshire-based bottled water company Wenlock Spring is bringing back its festive campaign which encourages hospitality venues to give bottled water a bigger role in their drinks offering.

The campaign encourages pubs, bars, restaurants and hotels to make more of their bottled water sales this Christmas, as 'The ONLY One for the Road' returns for 2026.

Playing on the familiar phrase 'one for the road', the campaign is a reminder that water has a place at Christmas, whether someone is driving, choosing not to drink alcohol or simply wants a bottle alongside their meal.

There's a business benefit too. A bottle of still or sparkling water for the table can be sold alongside wine, beer or other drinks, rather than replacing an existing order. It's a simple way to offer guests more choice while making the most of a busy festive service.

Matthew Orme, director at Wenlock Spring, said: "Water is often treated as an afterthought, especially when venues are busy. But asking 'Would you like a bottle of still or sparkling water for the table?' gives guests another choice and can create an extra sale.

"We're not asking people to give up their usual drink. It's about offering water alongside it, presenting it well and making it feel like part of the occasion."

Wenlock Spring's still and sparkling waters are available in 330ml and 750ml glass bottles, suited to anything from a drink at the bar to a festive meal with friends or family.

As part of the campaign, Wenlock Spring is encouraging venues to make water more visible on menus and at the bar, and to include it in staff recommendations. Campaign drip mats and other point-of-sale materials are intended to help operators put that message in front of customers.

For delivered drinks wholesalers, the campaign offers a way to work with hospitality customers on a category that can often be overlooked when drinks menus and sales plans are put together.

Orme added: "At Christmas, people are out for all sorts of reasons. Some are celebrating with friends, some are having a meal and others are driving home. Water should be easy to see and easy to order, whatever the occasion."

Hospitality venues and delivered drinks wholesalers can find out more about 'The ONLY One for the Road' and enquire about promotional materials by emailing drinkwater@wenlockspring.co.uk.