Face It Together: A United Front for the Drinks Industry

In January 2025, The Drinks Trust launched its most ambitious campaign to date—Face It Together—a rallying call for the entire drinks industry to stand side by side in support of its people. As the leading charity for the drinks industry, The Drinks Trust has long been a source of support for those facing hardship, whether due to financial difficulty, mental health challenges, or the need for career development. But with the ongoing economic pressures and social challenges faced by so many across the sector, the time had come for a united response.

Face It Together was born from this urgency, with a bold goal: to raise £1 million in 2025 to help fund the charity’s core services and develop new ways to support the drinks workforce. From the beginning, this campaign has been about collective action—bringing together drinks brands, businesses, individuals, and trade bodies in a shared commitment to the wellbeing of the industry’s most valuable asset: its people.

The campaign invites everyone in the industry to play their part, whether by donating, fundraising, partnering, or spreading the message. The £1 million target isn’t just a number—it represents thousands of lives changed, whether through a grant that helps someone keep their home, a course that leads to a new career path, or a counselling session that provides vital support during a crisis.

The campaign’s name—Face It Together—is intentional. It reflects the reality that challenges cannot be faced alone. By standing together, the drinks industry can ensure that no colleague has to deal with hardship in isolation. It is also a celebration of community and solidarity—a show of strength that comes from within the industry itself.

The response so far has been extraordinary. From major brands pledging significant donations, to smaller businesses finding creative ways to support the campaign, the message is clear: the industry cares, and it’s ready to act. A growing number of supporters have already signed up as Face It Together Partners, committing to a calendar of fundraising activity and awareness-raising throughout the year.

But there is still much to do. The Drinks Trust is calling on all corners of the industry—hospitality, production, marketing, sales, and beyond—to get involved. Whether it’s hosting a fundraiser, adding a donation option at checkout, sharing the campaign with your networks, or starting a payroll giving scheme, every action counts.

Together, we can build an industry that not only produces world-leading drinks, but also leads the way in compassion, resilience, and unity.

To learn more about Face It Together and how to get involved, visit https://www.faceittogether.org.uk or get in touch with The Drinks Trust team today.