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:
1. Reinforcing moderation as a cultural norm
2. Providing people with the guidance and support they need to cut back
3. 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.
Read the Drinkaware Strategy 2026-2030