Beer brand Budweiser has unveiled a knitting machine that creates Christmas-themed sweaters as a response to a specific hashtag.

The Knitbot is part of the brand’s campaign to encourage people to use designated drivers over the holidays. The machine is outfitted with a special chip that responds to mentions of the hashtag #jumpers4des on Twitter. The more mentions of the hashtag, the more jumpers the machine creates. The jumpers feature designs like snowflakes and Budweiser’s Clydesdale horses.

According to Budweiser’s UK marketing manager Jennifer Anton, the brand wanted to ‘promote and celebrate the important role that designated drivers play in a fun and engaging way, with our own take on the festive knitwear trend.’

She said, ‘We believe this process of knitting by the power of tweets is the first of its kind, and the end result with our Knitbot machine is something quite spectacular.’

Supporters of designated drivers have a chance to win one of the Knitbot’s creations by visiting the Budweiser UK Facebook page.