The Gadget Show Live, now in its seventh year, is an opportunity for brands big and small to showcase consumer electronics new to the market and for the latest developments and glimpses of ground-breaking products to be revealed. The show will be full to the brim of everything that is now, and UK company AlcoDigital have announced that they will be a part of it for the first time, bringing along with them their new partner, racing champion, bestselling author and former Stig, Ben Collins.

On Tuesday April 7, newly appointed AlcoDigital Partner Ben Collins will be present on the AlcoDigital stand, demonstrating his Batak skills when wearing AlcoDigital beer goggles that imitate impairment caused by alcohol, and illustrating to visitors why he is so passionate about his new partnership with the brand.

Suzannah Robin, AlcoDigital Sales and Training Director, said: “We’re really excited about this years’ Gadget Show Live, because we will be launching our new retail product range and partnership with Ben.

Ben’s book, ‘How to Drive’, shares his expert driving skills refined over a 20 year career as one of the best drivers in the world. Our ethos of keeping our roads safe is in perfect synergy with Ben’s message.” 

Ben added: “Partnering with AlcoDigital is a natural fit for me. Alongside my books I thoroughly enjoy my work as an inspirational speaker at schools and events, teaching others about driver safety. I am delighted to be working with a brand whose main goal is to make a difference to road safety in the UK.”