The British Ambassador to France, Peter Westmacott, has just launched an anti-binge drinking campaign aimed at reducing alcohol related accidents amongst Brits in the Alps. This follows the unfortunate death of 20 year old Rebecca Ward in Val d’Isere, last year.

Although not a heavy drinker, after leaving the pub early that night Ward died of hypothermia after falling into a river. The campaign, launched together with Yves Guyon, the President of the Lyon Airport Authority will use a mixture of posters, beer mats and leaflets to warn the near 1 million Brits of the dangers.

Interestingly, studies have shown that high altitude does not affect the way the body metabolizes alcohol, as has been reported elsewhere in the media. A series of tests by the Federal Aviation Authority, in the 1970s, concluded that there was “no signiificant interaction” between alcohol consumption and altitude. An Austrian study did find that hypoxia could be induced more readily as, the body needs more oxygen at high altitudes than low ones.

It would seem that it is the thin atmosphere, danger of hypothermia and slippy walkways, rather than alcohol being absorbed more quickly, that makes binge drinking in Alpine resorts even more lethal than sea-level Britain. Sub-zero, wind-chill reduced temperatures and icy conditions are not best encountered at four in the morning wearing high-heels and a miniskirt – even if you are a rugby player. As the campaign says – Don’t Catch Your Death.