Alcohol information service receives funding boost

Drinkaware has confirmed details of its new funding structure that will enable the alcohol information service to boost its marketing efforts.

Drinkers

Fifty producers, pub firms and retailers will contribute a total of £5m per year for the next three years to fund the service that provides consumers with “the facts” about alcohol misuse.

The move follows months of negotiation between the Government and the drinks industry to ensure Drinkaware can continue to fund its campaigns and to ensure a fairer distribution of contributions.

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

Previously, industry body The Portman Group, which is made up of the UK’s nine biggest drinks companies contributed the majority of the service’s funding.

The announcement 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.

According to a statement, the money will be used to “amplify current campaigns” targeting young people as well as building its digital marketing efforts and developing “more compelling education and information programmes.”

Andy Burnham, secretary of state for health, says Government action to tackle alcohol can only “succeed if the industry step up to the mark and play their part in changing attitudes and helping people drink responsibly”.

He adds: “”Drinkaware have made good progress so far, and it’s encouraging that they can continue with more stable funding.”

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. It also recently teamed up with sexual health advice service Brook to launch an initiative to help ensure young people get home safely from nights out.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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