Pubs near water are being urged to do what they can to ensure customers get home safely.
The Royal Life Saving Society (RLSS) has been running its 'Don't Drink and Drown' campaign to highlight the dangers of entering water with alcohol in your system.
Last year there were 75 alcohol related drownings in the UK, up 41 per cent on the 53 fatalities in 2016.
RLSS chief executive Di Steer said: "People tragically die each year because they've entered the water with alcohol in their bloodstream, either deliberately or completely by accident. Drinking near or in water can be a dangerous and deadly cocktail and alcohol can seriously impede your ability to survive in water.
"We want everyone to have a great time this Christmas and through our Don't Drink and Drown campaign we aim to give essential advice to party-goers to make sure they know how to stay safe when they're out celebrating."
As part of the campaign pubs and bars have been provided with display posters, beermats and other resources with water safety messaging. Door staff have been given throwline training.
For more information visit: www.rlss.org.uk