It's quite a paradox: the designated driver, or "BOB," is often seen as missing out on the fun, even though they're the ones getting everyone safely to and from the party. To change this perception, we created the VIB (Very Important BOB) initiative during "De Vrienden van Amstel Live."

Drivers could pre-register as "Very Important BOBs," receiving VIP treatment that included private parking and unlimited non-alcoholic drinks. This campaign successfully positioned non-drinking drivers as heroes, proving an unforgettable night is absolutely possible with Amstel 0.0%.