The Drinks Trust has launched a new awareness campaign promoting its confidential 24-hour Support Line as pressure intensifies across the hospitality and drinks sectors. The initiative coincides with Mental Health Awareness Week and focuses on financial hardship, redundancy, family pressures and mental health challenges affecting industry workers.
The Drinks Trust said the new campaign has been developed to ensure more people working across the drinks and hospitality sectors are aware of the support available and feel able to seek help when needed.
The campaign centres on the experiences and inner thoughts of industry workers facing difficult circumstances, reflecting what the charity described as growing pressure on employee wellbeing across the sector.
Nicky Burston said: “This new campaign has been created with our industry colleagues at its heart, ensuring they always know they can turn to us for support.
“Professional counsellors staff our confidential Support Line. Moreover, through The Drinks Trust, colleagues facing difficult times can also access up to 6 free counselling sessions.”
Rising costs and closures deepen concerns
The campaign launches against a backdrop of worsening economic conditions within hospitality.
According to recent industry reports referenced by The Drinks Trust, two-thirds of hospitality businesses are considering reducing staff numbers because of rising operational costs, including higher business rates and wage bills.
At the same time, figures from the British Beer and Pub Association show that almost two pubs a day closed across Britain during the first quarter of 2026.
As previously reported by the drinks business, 161 pubs closed across England, Scotland and Wales during that period, with the BBPA warning that mounting taxation and operating costs continue to threaten venues, jobs and investment.
Burnout concerns continue to rise
The Drinks Trust also pointed to findings from Mental Health UK’s Burnout Report 2026, which showed that 63% of UK employees are now experiencing signs of burnout, compared with 51% two years earlier.
The charity said the figures reflect the ongoing toll recent economic and workplace pressures are having on staff wellbeing throughout the industry.
Burston said: “What we are experiencing currently as an industry is something quite unprecedented, and the constant pressure on our colleagues is now taking a real toll on their lives and health.
“We are seeing too many people suffering in silence, and it’s our responsibility as an industry charity to encourage anyone to please reach out for any difficulty they might be experiencing.”
She added: “Our Support Line is here, available 24/7, completely confidential, and staffed by trained, qualified professionals who can assist you at any stage of your life. Please don’t suffer in silence, we are always here to help you.”
Wider workplace culture remains under scrutiny
The campaign arrives only months after drinks industry research revealed wider concerns around workplace culture and employee wellbeing.
As previously reported by the drinks business, research commissioned by Drinks United found that nearly a quarter of drinks professionals had considered leaving the industry because of harassment or discrimination.
The study also suggested younger workers and frontline employees were particularly vulnerable to feelings of insecurity, burnout and exclusion within the sector.
Michelle Brampton said at the time that the scale of the findings demonstrated deeper cultural and psychological pressures affecting parts of the trade.
Support line remains open year round
The Drinks Trust’s Support Line is available 24/7 and provides immediate, professional and confidential support to anyone who works or has worked in the industry, regardless of the length of service. Anyone working in the drinks and hospitality industry can contact the Support Line by calling 0800 9154610, emailing [email protected] or WhatsApping “Hi” at 07418 360 780.
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