London, Dec 10 (IANS) The British foreign ministry has launched a campaign to persuade Britons to stop drinking heavily while on skiing holidays in the French Alps.
“There has been an increase in recent years in the number of people who have taken the mixture of booze and skiing as part of a package and got into trouble with it,” said Sir Peter Westmacott, Britain’s ambassador to France, who launched the campaign with Yves Guyon, president of Lyons airport authority.

The initiative aims to warn Britons about the risks of drinking excessively on high altitudes through posters, fliers and beer mats in resorts such as Val d’Isère, Meribel and Morzine, the Guardian reported Thursday.

Westmacott said authorities were keen to discourage the “let’s get p****d on the piste” attitude.

The campaign comes after Rachel Ward, a 20-year-old Briton, died after she got lost on her way home, fell into a river and succumbed to hypothermia.