Drinkaware, the UK’s leading charity tackling alcohol harm, has today (16 June) launched a new five-year strategy setting out its ambitious shared target to reduce the number of ‘risky drinkers’ in the UK by two million by 2030.
The charity sits at the intersection of government, public health, industry and communities, and convenes partners to support a shared goal to continue making moderation the norm and reducing alcohol-related harm across the UK.
Since its founding in 2006, the independent 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’s 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 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.
“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.”
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 more than 70% of increasing-risk drinkers do not think of themselves as a problem drinker, and almost two-thirds have never completed an alcohol assessment.
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.
The charity will also develop neighbourhood-level interventions to support communities at greatest risk, and continue to produce leading independent research.
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