Drinkaware, the UK's leading charity tackling alcohol harm, has today launched a new five-year strategy setting out an ambitious shared target to reduce the number of risky drinkers in the UK by two million, by 2030.

Drinkaware’s position is unique. Sitting at the intersection of government, public health, industry and communities, it convenes partners to support a shared goal: continue making moderation the norm and reducing alcohol-related harm across the UK.

Since its founding in 2006, the independent alcohol charity has played a critical role supporting positive shifts in the UK’s drinking habits, with the majority of UK drinkers drinking within the Chief Medical Officers’ (CMOs’) low risk guidelines of 14 units a week.

However, with eight million people in the UK falling into the ‘risky drinker’ category, Drinkaware says there is still more to do.

Karen Tyrell, Chief Executive of Drinkaware, said:

“As we reflect on progress in our 20th anniversary year, we’ve seen substantial positive changes in drinking behaviour across the UK. People are drinking less often, average consumption is down, and more drinkers are staying within the Chief Medical Officers’ low-risk guidelines. There’s a lot to celebrate here, but our work isn’t done.

“Of the eight million risky drinkers in the UK, seven million are drinking above the CMOs’ low risk guidelines but not at the very highest level of harm. This group represents a crucial opportunity for prevention, yet many don’t recognise their level of risk or routinely discuss their drinking with healthcare professionals.

“By 2030, our shared ambition is to see two million fewer risky drinkers in the UK. This new target has been developed with industry partners and stakeholders, and aligns closely with the NHS 10-year plan’s focus on prevention and early intervention. Achieving it would bring real benefits to society, communities and public health.

“We know we can’t do this alone. That’s why we’ll continue working closely with our trusted partners and with Government to accelerate progress over the next five years and beyond.”

In line with the CMOs’ low risk guidelines, if someone drinks between 15 and 49 units (for men) or between 15 and 34 units (for women) they are in the ‘increasing-risk’ category. The latest data from the 2025 Drinkaware Monitor, the UK's only annual nationwide survey of drinking habits, reveals that more than 70 per cent of increasing-risk drinkers do not think of themselves as a ‘problem drinker’, and almost two-thirds have never completed an alcohol assessment.

Drinkaware says these challenges highlight the complexities of reducing alcohol harm and the need for collective action, with everyone having a role to play.

The strategy has been shaped through public engagement, expert consultation, industry partnerships, and academic insight. To reach its audience of increasing-risk drinkers, the charity will focus on three core goals:

Reinforcing moderation as a cultural norm

Providing people with the guidance and support they need to cut back

Working together to influence and accelerate shifts in moderation

In addition, Drinkaware will scale up strategic partnerships, deliver behaviour change campaigns targeting increasing-risk drinkers, and expand best-in-class digital tools including its free Drinking Check, new service finder and MyDrinkaware App. Over the last three years, 1.8 million people have completed the Drinking Check, with 51% reporting positive behaviour change within 4–6 weeks, such as reducing consumption or increasing drink-free days.

The charity will also develop neighbourhood-level interventions to support communities at greatest risk, and continue to produce leading independent research.

ENDS

Notes to Editors:

Please find a link to Drinkaware Strategy 2026–2030 here: https://www.drinkaware.co.uk/about-us/what-we-do

About Drinkaware

Drinkaware is the UK's leading alcohol charity which aims to reduce alcohol harm. We achieve this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms; and working collaboratively with partners. www.drinkaware.co.uk

Founded in 2006 by the UK Government, the devolved administrations and the alcohol industry, Drinkaware is funded by unrestricted voluntary donations from more than 120 organisations. These include UK alcohol producers, retailers, supermarkets, venues, restaurant groups and sports associations.

Chief Medical Officers' guidelines

The Chief Medical Officers’ guideline for both men and women is that:

To keep health risks from alcohol to a low level it is safest not to drink more than 14 units a week on a regular basis.

If you regularly drink as much as 14 units per week, it is best to spread your drinking evenly over 3 or more days. If you have one or two heavy drinking episodes a week, you increase your risks of death from long term illness and from accidents and injuries.

The risk of developing a range of health problems (including cancers of the mouth, throat and breast) increases the more you drink on a regular basis.

If you wish to cut down the amount you drink, a good way to help achieve this is to have several drink-free days each week.

If you are pregnant or think you could become pregnant, the safest approach is not to drink alcohol at all, to keep risks to your baby to a minimum.

Drinking in pregnancy can lead to long-term harm to the baby, with the more you drink the greater the risk.

The Chief Medical Officers’ advice for men and women who wish to keep their short term health risks from single occasion drinking episodes to a low level is to reduce them by:

Limiting the total amount of alcohol you drink on any single occasion

Drinking more slowly, drinking with food, and alternating with water

Planning ahead to avoid problems e.g. by making sure you can get home safely or that you have people you trust with you.

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