top of page

Focus on older drinkers as Drinkaware unveils five-year strategy

Alcohol education charity Drinkaware has unveiled its strategy for the next five years which reflects key changes in UK alcohol consumption.

Declining total alcohol sales and growing levels of abstinence amongst the young are seeing the charity shift its focus from under-age to older drinkers.

Drinkaware has identified two groups of older at risk drinkers who are more likely to be drinking significantly above the Chief Medical Officers' guidelines on alcohol consumption, whether that's at home or during a night out.

Reducing the number of drinkers in both these groups, along with increasing the provision of information and advice and engagement with consumers, are the three goals underpinning Drinkaware's five year strategy.

Campaigns focusing on older drinkers are already underway with the ‘Have a Little Less, Feel a Lot Better' campaign targeting men aged 45-65 who drink frequently, primarily at home, and who are disproportionately at risk of alcohol-related health harms.

The ‘You wouldn't sober, You shouldn't drunk' campaign and the Drinkaware Crews, now operational in 13 local areas and set to expand between now and 2022, are targeting people who are more likely to be binge drinking and the charity will continue supporting people who are using alcohol to cope with stress and anxiety.

Drinkaware has also launched an e-learning course for operators, to help employees identify and support customers at risk from alcohol harm and is working to extend the reach of its website, app and other resources to help even more people across the UK make better choices about their drinking and its effects.

Drinkaware Chief Executive Elaine Hindal said:

"Drinking culture and habits in the UK have shifted significantly over the past five years and our new strategy reflects these changing currents.

"People are seeking information and advice in new ways and are increasingly looking for personalised help, support and advice about alcohol and its relationship to their health and wellbeing.

"Our five year strategy is based on an in-depth understanding of consumer behaviour as well as building on our considerable progress over recent years.

"It provides clarity both for us and for our funders and partners, whose engagement and support will be vital in helping us to meet our goals by 2022."

For further information visit

Share this article on LinkedIn or Twitter
Featured Posts
Recent Posts
bottom of page