What Drinkaware does

Drinkaware is The Drinkaware Trust, a UK-registered charity (England No. 1094586, Scotland SC043163) and company limited by guarantee (No. 4547974), founded in 2007 and headquartered at Michael House, 35 Chiswell Street, London. Its stated purpose is to reduce alcohol-related harm by providing UK consumers with impartial, evidence-based information, advice and digital tools. The core product surface comprises the MyDrinkaware mobile application (iOS and Android) for consumption tracking, units and calorie calculation and goal-setting; the Drinking Check online self-assessment; a Unit and Calorie Calculator; the Drinkaware website as the primary content hub; and support services including Drinkchat (web chat with trained advisors, operated by Serco), the Drinkline telephone helpline and a postcode-based Alcohol Support Service Finder. An AI chatbot built on the Microsoft Bot Framework was launched in February 2026 as part of an NHS-aligned digital pathway for alcohol addiction triage.

The organisation is funded primarily through voluntary, unrestricted donations from alcohol producers, wholesalers and on- and off-trade retailers, and explicitly states it operates independently of its funders. Governance is provided by a Board of Trustees and an Independent Advisory Panel chaired by Drinkaware's Chief Medical Adviser, comprising senior academics from UCL, Warwick Business School, the Behavioural Insights Team and practising clinicians. Revenue is supplemented by trademark logo licensing (mandatory visual identity for funded partners) and a Shopify-powered online shop selling educational resources and training materials. The asset base is intangible: registered brand trademarks, the partner ecosystem of 400+ organisations across NHS, industry and third sector, and the credibility conferred by the advisory panel. The Senior Management Team expanded materially in 2025-2026 with the addition of Directors of Operations and Programmes, Resources and Business Systems, and Commercial Development and Relationships.

Name

Drinkaware

Legal name

The Drinkaware Trust

Website

https://drinkaware.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

UK alcohol harm reduction charity providing free digital tools (MyDrinkaware app, Drinking Check, AI chatbot, helpline) and evidence-based resources to UK adults, funded primarily by voluntary donations from the alcohol industry while operating independently under an advisory panel of medical and behavioural science experts.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain, Infrastructure, Others

Revenue model

1. Voluntary donations from alcohol industry: The Trust is funded primarily through voluntary, unrestricted donations from alcohol producers, wholesalers, and on- and off-trade retailers, but acts entirely independently.
2. Logo licensing: Organizations can obtain a trademark licence to use Drinkaware's logo. Use of the logo is considered best practice but voluntary for Drinkaware funders, and public and third sector partners.
3. Online shop: Sale of alcohol education resources, training materials, and products through the online shop at resources.drinkaware.co.uk

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Drinkaware provides free, evidence-based information, digital self-screening tools (Drinking Check, Unit and Calorie Calculator, MyDrinkaware App), a 24/7 AI chatbot (Drinkchat), a Service Finder that connects users to local treatment, and the Drinkline helpline, all aimed at helping UK adults reduce alcohol-related harm. It also delivers an online learning platform for healthcare professionals and operates a logo-licensing scheme and online shop supporting its charitable mission.

Product overview

Drinkaware operates as a digital health platform offering multiple interconnected tools and services to reduce alcohol harm in the UK. The core offering consists of the MyDrinkaware App (mobile tracking and goal-setting), the Drinking Check (online self-assessment), and the Unit and Calorie Calculator (drink analysis). These are supported by the Drinkaware Website as the primary information and advice hub. Support services include Drinkchat (web-based advisor chat), Drinkline (telephone helpline), and the Alcohol Support Service Finder (postcode-based local service locator). An Online Learning Platform provides alcohol education resources, while the Drinkaware Shop enables purchase of resources and logo licences. The company also provides an AI chatbot integrated into digital pathways for alcohol addiction treatment, and the MyDrinkaware App serves as the primary consumer-facing product for behaviour change.

Differentiator

Problem solved

Functional benefit

Brands

• MyDrinkaware: A mobile application that helps users track their alcohol consumption, calculate units and calories, and set goals to moderate drinking.

Products and services

• MyDrinkaware App Free iOS and Android mobile application for UK adults that tracks drinking habits, units and calories over time, sets goals and provides personalised feedback to support reducing alcohol consumption.
• Drinking Check Free online self-assessment for UK adults based on the World Health Organization's AUDIT questionnaire that scores drinking risk and directs users to tailored information, the Unit Calculator and support services.
• Unit and Calorie Calculator Free online calculator that converts alcoholic drinks into units of alcohol and calories, helping UK consumers understand the strength and energy content of what they drink.
• Drinkchat (AI Chatbot) Free conversational AI chatbot built on Microsoft Bot Framework that screens users on alcohol risk, provides tailored information and signposts them to treatment services; embedded in the new Alcohol Addiction Digital Pathway.
• Alcohol Support Service Finder Free online postcode-based lookup tool that connects UK adults with their nearest NHS, local-authority and third-sector alcohol support services.
• Drinkline Free, confidential UK-wide telephone helpline for individuals, families and concerned others seeking advice about alcohol use; operated on Drinkaware's behalf by an outsourced partner.
• Online Learning Platform Free online training courses aimed at healthcare, community and workplace professionals to build confidence in identifying and responding to alcohol-related issues with patients, service users or employees.
• Drinkaware Shop E-commerce store hosted on resources.drinkaware.co.uk that sells branded merchandise (drinks-markers, unit calculators, glassware, clothing) and educational resources, with proceeds supporting Drinkaware's charitable work.
• Drinkaware Logo Licensing Licensing programme under which qualifying partner organisations (alcohol producers, retailers, hospitality operators) pay a fee to display the Drinkaware name and logo in their responsible-drinking communications and packaging.

Quantifiable outcome

• Nearly 1 million UK adults estimated to have been victims of drink spiking annually (based on YouGov survey commissioned with Anglia Ruskin University)

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Norfolk and Suffolk NHS Foundation TrustcoreStrategic or Co-development Partner · 13 February 2026Drinkaware partnered with NHS trust to provide digital pathway for alcohol addiction treatment. The initiative includes virtual screening, home detox, family support pathways, and directs patients to advice through an AI chatbot developed in partnership with Drinkaware.
• Anglia Ruskin UniversityminorStrategic or Co-development PartnerCommissioned a YouGov poll in summer 2025 involving 7,256 British adults to research drink spiking prevalence, with findings extrapolating to approximately one million UK adults.
• Dr. Dan PoulterminorOthersFormer health minister and associate medical director at Norfolk and Suffolk NHS Foundation Trust who advocated for digital pathways for alcohol addiction, highlighting Drinkaware's AI chatbot partnership.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alcohol Change UK: The leading UK alcohol harm-reduction charity, directly comparable to Drinkaware in mission (reducing alcohol harm), UK-only focus, charity structure, public-facing information, and policy advocacy. Operates as the most obvious direct peer for fundraising, partnerships, and policy influence in the UK.
• We Are With You: UK charity providing free, confidential support to people experiencing issues with drugs, alcohol, or mental health. Directly comparable to Drinkaware in audience (UK adults with alcohol concerns), digital and in-person support services, and NHS-facing delivery model.
• Turning Point: UK social enterprise delivering substance use and mental health services, including alcohol treatment programmes commissioned by the NHS. Comparable in clinical delivery model, NHS commissioning relationships, and UK-only footprint.
• The Forward Trust (formerly Addaction): UK charity providing substance use treatment, recovery, and prevention services including alcohol. Comparable in charity structure, NHS-commissioned delivery, and harm-reduction focus for UK adults with alcohol concerns.

Broad incumbents

• NHS Better Health: Public-sector UK platform offering free digital tools and support across smoking, alcohol, weight management, and sleep. Overlaps with Drinkaware on alcohol self-assessment and behaviour change, but operates as a broad public health incumbent rather than an alcohol-specialist charity.

Emerging players

• Club Soda: UK mindful-drinking community and subscription platform helping adults reduce or quit alcohol. Comparable in target audience (UK adults moderating drinking), digital-first delivery, and behaviour-change focus, but operates as a commercial subscription model rather than a charity.
• I Am Sober: Globally available sobriety-tracking mobile app with community and milestone features. Directly comparable in core user behaviour (tracking alcohol consumption, streaks, goal setting) and competes for the same moderation/sobriety audience as the MyDrinkaware app.
• Reframe: Subscription-based neuroscience-backed app for reducing or quitting alcohol. Comparable in alcohol-reduction behaviour-change focus and digital delivery, but operates as a venture-backed commercial product with content, coaching, and community.
• Pelago Health (formerly Quit Genius): Digital therapeutic platform for substance use management including alcohol, sold to employers and health plans. Comparable in digital clinical pathway delivery and NHS/employer channel sales motion, but operates as a venture-backed company rather than a charity.
• Sunnyside: Mindful drinking app and employer benefits platform helping users cut back on alcohol. Comparable in alcohol-reduction mobile experience, self-tracking, and behaviour change, but positioned as a commercial B2C/B2B product competing for the same user base as MyDrinkaware.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MyDrinkaware
• LinkedInlinkedin.com/company/drinkaware
• Instagraminstagram.com/drinkaware
• Xx.com/drinkaware

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Drinkaware