The Benevolent calls for industry to donate ‘price of a drink’ in new campaign

Drinks trade charity The Benevolent is calling on industry insiders to donate the equivalent cost of a drink at the bar each month in a new campaign to raise money for its support services.

The new campaign, which is called “It Could Be Me”, encourages drinks trade professionals to donate £5 or £10 per month, the equivalent of a drink a month, to help the charity “deliver long-term support that creates lasting changes for members of the industry as well as addressing immediate needs.”

The Benevolent offers a range of services to support professionals, from counselling sessions to to emergency grants.

The charity currently supports over 570 vulnerable colleagues and their families facing serious medical or financial hardship, according to its website.

“We receive no government funding, so we rely entirely on voluntary donations like yours to fund our vital work to change the lives of colleagues in need every day,” according to an update on the charity’s website.

Last week, The Benevolent held its annual Ball at the Natural History Museum in London. Hosted by Charles Metcalfe, the event saw 430 members of the UK drinks trade gather to raise £50,000 for the charity.

The Benevolent’s chairman, Michael Saunders, addressed the room with a powerful speech about the vital importance of regular donations to keep the charity’s work going, taking the opportunity to launch the new donors’ campaign.