Working with Alcohol industry

Our funders have the opportunity to engage with and support our campaigns to better provide their customers with advice about alcohol.

Cut Back Feel Better

Our ‘Cut Back Feel Better’ campaign focuses on using our Drinkaware: Track and Calculate Units app to moderate alcohol intake by highlighting the benefits to health, mental and physical wellbeing.

‘Cut Back, Feel Better’ is an integrated social media, digital and out of home campaign to promote the app.

Our supporters for CBFB 

  • The Co-op Group
  • The Co-op Channel Islands
  • Tesco
  • Sainsbury’s
  • Asda
  • Booker
  • SABMiller
  • SHS Drinks
  • JD Wetherspoon
  • Inver House
  • Distell Europe
  • Molson Coors
  • Enterprise Inns
  • Charles Wells
  • Heineken
  • Waitrose
  • The Racecourse Association

Support Cut Back Feel Better

We can help our partners and funders reach people who need it most. Our campaign toolkit can help you promote the app to your customers with:

  • Social media assets
  • Digital advertising assets
  • Copy for your magazines, intranets or email marketing

If you’re interested in knowing more about the scheme please contact

Drinkaware Unit Challenge

We joined forces with Diageo and Tesco to run a promotional activity called the Drinkaware Unit Challenge across 100 Tesco stores.

The idea was to test people on their unit and calorie knowledge and hand out leaflets with tips for drinking moderately at home and on a night out. Consumers received as part of this activation 30,000 What’s in Your Glass cups and calorie wheels.  

Through collaborative working we were able to work with our industry and off-trade partners to reach customers with a direct behaviour change initiative at point of purchase.

Pub of the Future

At Drinkaware we’re always looking for innovative ways to help customers make informed choices about their drinking.

Pub of the Future runs in UK-wide pubs and bars so that customers can get learn what’s in their drinks through their mobile phones at the point of purchase.

We use NFC and QR code technology in bar runners, beer mats and table-toppers to show people bespoke calorie and unit information about a range of drinks.

Simply scanning the code or tapping a mobile phone on the bar runner unlocks the webpage on your phone.

How we worked with partners

We teamed up with four partners for the trial:

  • Punch Taverns
  • Frederic Robinson’s
  • JD Wetherspoon
  • Shepherd Neame

Four partners in 53 venues placed the bar runners, beer mats and table-toppers in their venues for a trial period in February 2016.

We supported the activity on Drinkaware social media to amplify the messages and encourage on premise interaction.

Support Pub of the Future  

We’re currently evaluating how successful the trial has been and will look to extend out to other venues.

If you’re interested in knowing more about the scheme please contact


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