Several bars in Leicester will be offering free soft drinks to designated drivers over the Christmas period.
Motorists who show their car keys to bar staff get a wristband which entitles them to non-alcoholic drinks for the rest of the night.
The "Sober and Motoring" initiative has been organised by the Safer Leicester Partnership.
Officers said they hoped free drinks will encourage drivers to stay sober and get their friends home safely.
The Walkabout on Granby Street is one of the seven bars who has signed up to the scheme.
Its general manager, Adam Patterson, said: "It's sort of a reward for being the driver, taking those people home in a safe and responsible way.
"It wouldn't be a large sum of money but in terms of weighing up the pros and cons, if it's a matter of keeping people safe and being responsible, then yes we're more than willing as a business to spend the money."