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The Drinks Trust, the UK’s drinks industry charity, has today launched a new campaign to raise awareness of the vital services available through its 24/7 confidential Support Line, with a particular focus on the key challenges affecting those working across the sector.
Launching at the start of Mental Health Awareness Week, the campaign highlights four critical issues currently facing the drinks industry workforce: financial hardship, mental health challenges, pressures on families, and redundancy, through the inner thoughts of industry individuals represented in the campaign.
Through this campaign, The Drinks Trust aims to ensure more individuals are aware of the support available and feel empowered to seek help when needed. Commenting on the launch, Nicky Burston, CEO of The Drinks Trust, said: “This new campaign has been created with our industry colleagues at its heart, ensuring they always know they can turn to us for support. Professional counsellors staff our confidential Support Line. Moreover, through The Drinks Trust, colleagues facing difficult times can also access up to 6 free counselling sessions.”
The campaign launches amid mounting pressure across the hospitality and drinks sectors. Recent reports indicate that two-thirds of hospitality businesses plan to reduce staff numbers due to rising operational costs, including higher business rates and higher wage bills. At the same time, data from the British Beer and Pub Association reveals that almost two pubs per day closed across Britain in the first quarter of 2026, highlighting the ongoing challenges facing the industry. The impact on workforce wellbeing is equally concerning. Mental Health UK’s Burnout Report 2026 shows that 63% of UK employees are now experiencing signs of burnout, up significantly from 51% just two years earlier, underscoring the lasting effects of recent pressures on employee wellbeing.
Against this challenging backdrop, The Drinks Trust’s latest campaign seeks to shine a light on the reality faced by industry professionals, while reinforcing the message that support is available. By encouraging colleagues to reach out, the charity aims to provide practical assistance, emotional support, and professional opportunities, all signposted through their Support Line.
Nicky Burston added: “What we are experiencing currently as an industry is something quite unprecedented, and the constant pressure on our colleagues is now taking a real toll on their lives and health. We are seeing too many people suffering in silence, and it’s our responsibility as an industry charity to encourage anyone to please reach out for any difficulty they might be experiencing. Our Support Line is here, available 24/7, completely confidential, and staffed by trained, qualified professionals who can assist you at any stage of your life. Please don’t suffer in silence, we are always here to help you”.
The Drinks Trust’s Support Line is available 24/7 and provides immediate, professional and confidential support to anyone who works or has worked in the industry, regardless of the length of service. Anyone working in the drinks and hospitality industry can contact the Support Line by calling 0800 9154610, emailing supportline@drinkstrust.org.uk or WhatsApping “Hi” at 07418 360 780.
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