Our strategy in summary
Our Strategy in Summary
Drinkaware Strategy 2025–2028: Driving Change, Together.
Drinkaware’s 2025–2028 Strategy marks an evolution. From being Ireland’s most trusted source of alcohol information to becoming a dynamic Social Change Agency leading a national movement for moderation.
Our Mission:
To prevent and reduce the harm caused by alcohol.
We are the cultural curators of choice, empowering people to make informed, balanced decisions about alcohol.
Our Vision:
An Ireland where alcohol is not misused.
We aim to make moderation mainstream and conscious choices the cultural norm.
What We Know
Our work is grounded in over seven years of independent research into Ireland’s changing relationship with alcohol.
- 1 in 4 adults now report typically binge drinking, up from 1 in 5 in 2020.
- 45% of adults want to reduce their drinking.
- Over half have already taken steps to drink less in the past year.
- Less than 5% can correctly identify low-risk drinking guidelines.
- Sober-curious trends are growing fastest among 18–24-year olds.
These insights drive our strategy, helping us meet people where they are and turn awareness into action.
Our Strategic Focus
Drinkaware is evolving to deliver greater public impact through collaboration, innovation, and credible leadership.
Our approach is built around four key pillars:
1. Insight That Drives Impact
Using robust, evidence-led research to inform campaigns that create lasting behaviour change.
2. Impact Through Connection
Digital-first, peer-to-peer engagement, connecting communities through relatable storytelling, influencer partnerships, and authentic social conversation.
3. Action Through Experience
Embedding moderation into real life through alcohol-free events, social experiences, and workplace wellbeing initiatives.
4. Leadership Through Trust
Collaborating across sectors, from public health to research, wellness, and behavioural science – to build a national movement for change.
Implementation Phases
Our strategy is being rolled out in three stages to build sustainable, measurable impact:
Phase 1 (2025–2026):
- Strengthen hybrid funding (licensing + partnerships)
- Launch peer-led national campaigns targeting binge and home drinking
- Develop digital tools, chatbot support, and public impact events
Phase 2 (2026–2027):
- Expand alcohol-free social initiatives
- Deliver workplace and hospitality programmes
- Publish niche research reports and thought leadership forums
Phase 3 (2027–2028):
- Scale internationally through EU and global partnerships
- Diversify funding and collaborations across wellness, tech, and retail sectors
Moving Forward
This strategy represents real evolution, from raising awareness to driving measurable behaviour change.
Through data, partnerships, and culturally relevant storytelling, Drinkaware is helping shape a healthier relationship with alcohol, one that reflects real lives, real choices, and real change.
For more information on our strategy – click here.
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