Top-notch Italian wine maker Allegrini will offer a bottle of wine (to be drunk at a later date) to the driver offering to get friends who have imbibed home.

The designated driver promotion doesn’t include the vineyard’s most expensive wines, but the Allegrini red called Palazzo della Torre (a “baby Amarone“), a well-respected nectar of the grape that retails for at least $18 USD, depending on the vintage. The promotion, aimed at Italian restaurants, was launched on the eve of the Vinitaly wine fair.

Nice idea, though if you’re a teetotaler and have spent time in Italy you’ll understand the underlying assumption. For Italians, people aren’t really abstemious, but for some strange reason, they’re just not drinking right now. (That said, for most Italians, moderation is key, check out our face-saving wine vocab.)

The ad promoting the un-drunk driver getting a bottle of wine recites, “We like to offer a drink to those who don’t drive. Later. Thank, you driver. Allegrini.”

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