The Drinks Trust asks the industry to take action and support its Cost of Living Crisis Appeal

From June until the end of 2023, The Drinks Trust aims to raise £230,000 to support those who need our help the most through its new Cost of Living Crisis Appeal, and The Drinks Trust is asking the industry to take action to support this effort.

The Drinks Trust has experienced unprecedented demand for financial, well-being and training support. The average grant amount for financial support in January 2023 was double that in 2022, and applications volumes in the first quarter of this year have been higher than any other period since the founding of the charity in 1886. In addition, calls to the support line from people needing support with their well-being and mental health have increased threefold compared to the same period in 2022.

As food inflation, increased rent and mortgages, bills, and travel costs profoundly impacted the financial well-being of our industry and hospitality community, The Drinks Trust is reaching out to the drinks industry and asking for support for its biggest appeal to date.

The Cost of Living Crisis Appeal presents five opportunities for industry businesses and brand owners to deliver life-changing support to those who have been mostly affected.

Firstly, The Drinks Trust is pleased to announce the return of the exclusive Golden Pineapple Awards, hosted in a new prestigious venue, The Belgravia in Grovesnor Place, on Thursday 28th September 2023. Businesses can buy tickets or take up sponsorship to the second edition of the “must-attend” industry event of the year. In addition, to coincide with Awards event, companies can donate to The Drinks Trust’s online auction, delivered in association with Whisky.Auction, that will conclude on the night of the Golden Pineapples Awards. The Trust is looking to source 25 “one of one” bottles to entice enthusiasts and collectors.

Again, supporting businesses can take up a sports summer challenge raising money for The Drinks Trust or join the Harvest Tour, a bike ride organised in partnership with The Wine Sports Club Foundation, which will take cyclists to ride across some of the most well-known English vineyards, including Chapel Down, Gusborne, Balfour and Bolney.

Alternatively, companies and brand owners can also pledge a donation towards the campaign by contacting directly The Drinks Trust team or by donating to the official JustGiving page of the campaign:

Ross Carter, The Drinks Trust Chief Executive, said: “The drinks and hospitality industry workforce has had to endure the most challenging and distressing of times over the last three years, with Brexit-driven staff shortages, the pandemic, and now the increased cost of living. As a result, many of our colleagues are now in significant financial hardship, further compounded by the mental health challenges that hardship gives rise to.

With the assistance of industry businesses and brand owners, the support the charity has been able to deliver has been profound. However, we now need to help our colleagues more than ever. The Drinks Trust has created various fundraising options to help business and individuals to support the Appeal. These range from attending our annual Golden Pineapple, joining the Harvest Tour or pledging a donation. Please contact our team to discuss how best your company or brand can support our fundraising appeal.”

The Drinks Trust fundraising team is available to discuss how your business or organisation can deliver financial, well-being and mental health support and training opportunities to up to 1,000 individuals facing severe hardship.

Please get in touch with The Drinks Trust Fundraising team to find out more: or to find out more, visit

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