Drinkaware proposes new funding structure

Drinkaware, the alcohol information service, is proposing a new funding structure that will ask alcoholic drink producers and retailers to contribute according to their turnover from the production or sale of alcohol.


The business plan will be presented to manufacturers and supermarkets over the next few weeks and aims to guarantee the charity can raise the £5m annual amount needed to fund its educational marketing campaigns as well as ensuring a fairer distribution of contributions.

It is understood Drinkaware will ask producers to contribute according to how much they produce and retailers how much they sell, with the biggest, such as Diageo and Tesco, asked to volunteer more.

The move follows discussions between the Department of Health, supermarkets and drinks makers.

At present, industry body The Portman Group, which is made up of the UK’s nine biggest drinks companies contributes the majority of the charity’s funding.

Chris Sorek, chief executive of Drinkaware, says it is currently going through a Government-led process to review its long-term funding involving retailers, trade bodies and producers and that the “constructive discussions” will conclude in November.

The plan follows the July revelation that Drinkware was in urgent talks with the industry and the Government over its future funding after admitting it faced a £2m shortfall this year.

The Drinkaware logo and a link to its website appears on the majority of marketing campaigns developed by the major UK producers. The charity worked with the industry to develop the recently launched £100m Campaign for Smarter Drinking, which is a coalition of producers and retailers that aims to change young people’s attitudes towards alcohol.

The charity has been upping its marketing efforts this year following its rebranding from Drinkaware Trust in June, launching a summer campaign targeting sporting events and music festivals. It also recently advertised heavily at an international netball tournament to target female drinkers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here