Bike Worcester and Worcester BID launch new initiative to support sustainability and active travel

Bike Worcester and Worcester BID have teamed up to launch a new campaign encouraging the use of reusable water bottles and celebrating those who choose to travel by bike.
Eye-catching “Refill Here” stickers will be offered to cafés, bars and hospitality venues across the city. These will let passers-by know they are welcome to step inside and refill their reusable bottles at no cost. The idea has already proven successful in other UK towns and cities, where similar schemes have been shown to reduce the number of single-use bottles littering streets and waterways.
This approach also encourages people to support local businesses and discover venues they may not have visited before, often leading them to return as paying customers.
Samantha McCarthy, CEO of Worcester BID, said:
“We want Worcester to be a city that supports people in choosing active and sustainable ways to get around. This initiative is a great way for our business community to show their care for visitors and residents. By offering free water refills and recognising those who travel by bike, we can help reduce plastic pollution, enhance the visitor experience and play a part in making Worcester a more welcoming, greener and forward-thinking city.”
Danny Brothwell, Chair of Bike Worcester, said:
“We’re delighted to be partnering with Worcester BID on this project. Inviting people into establishments to refill water bottles is incredibly welcoming and will also reduce the use of single-use water bottles. We’ve made use of similar schemes in other towns and cities, and it’s fantastic that Worcester is also rolling it out.”
The project also introduces “Thanks for Cycling” stickers for bike racks around Worcester. This small but meaningful message aims to make cyclists feel valued and appreciated, encouraging more people to consider two wheels as a practical, healthy and environmentally friendly way of travelling.
Danny continued:
“The ‘Thank you for cycling’ message is also something I’ve experienced elsewhere and is a lovely way to encourage people to choose a bike as a mode of transport. This fits in perfectly with the Government and Council aims to increase cycling and walking, which improves the city for everyone.”
In other UK areas where the national Refill campaign has been introduced, the results have been significant. According to the campaign’s 2022 Impact Report, 86% of people are now more likely to carry a reusable bottle and refill on the go after encountering Refill signage, and almost three-quarters have refilled as a direct result of seeing a sticker in a café window. Water UK has estimated that if just one in ten people in the country refilled their bottle once a week, it would prevent around 340 million single-use plastic bottles from being used each year.
Hydration stations, funded by Worcester City Council, are also located at the entrance of Chapel Walk (Broad Street) and on Pump Street, offering convenient outdoor refill spots for City visitors. This is especially beneficial as the UK experiences an increase in heatwaves, helping keep everyone cool and hydrated while reducing single-use plastic waste.
This two-pronged sticker initiative is part of a shared commitment by Bike Worcester and Worcester BID to support a cleaner, greener and more vibrant city.