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Benevolent becomes The Drinks Trust

Industry charity The Benevolent unveiled a rebrand to The Drinks Trust during its annual ball at the Natural History Museum in London last night (12 March), which raised more than £43,000 (US$54,000).

The Benevolent Ball, held at the Natural History Museum, revealed a new name for the charity: The Drinks Trust (photo credit: Scott Garfitt)

Under its new name, The Drinks Trust will evolve into a community-focussed organisation, offering support and services through mentoring, vocational tools and networking opportunities – all designed to boost the drinks industry.

The Drinks Trust will also offer new wellbeing services, such as sleep and insomnia support, addiction and alcohol consumption services, a fourfold increase in therapy grants, plus a continuation of the financial and practical assistance the charity already offers.

Additionally, The Drinks Trust will provide more practical support for careers across the industry, from the moment employees join the drinks trade to their retirement. This will cover both work-life and wellbeing.

The rebrand will include a new logo and new website, which can be found at

Ross Carter, CEO of The Drinks Trust, said: “Since 1886, The Benevolent has worked to support members of the drinks trade, through the provision of financial assistance, housing for the retired and in more recent times, with wellbeing services.

“As the drinks industry has evolved, so too have the needs and profile of the individuals being assisted. More than ever our people need guidance and support to achieve their goals, as well as the support and assistance when they face challenging times.

“As a result, this calls for an industry charitable organisation that provides its community with the services and support required to thrive in the modern workplace and to overcome the challenges work and life can throw at us.”

£10,000 in under 10 minutes

The Benevolent Ball is the charity’s major annual fundraiser, and was hosted by master of ceremonies, TV presenter, writer and wine expert, Olly Smith.

Smith successfully rallied the crowd during the Power Pledge initiative, which saw guests raise more than £10,000 (US$12,488) in under 10 minutes.

On the night, Tom Yusef, former chairman of The Benevolent and current lead patron of The Drinks Trust, named Smith as one of the founding patrons of the newly named organisation.

Other patrons named on the night included: Matthew Rhys, Hollywood actor and star of The Wine Show; and Jancis Robinson, a respected journalist within the wine trade and author of The Oxford Companion to Wine.

Michael Saunders, chairman of The Drinks Trust, said: “Taking up the position of chair a year ago, I called for significant change and a modern organisation to support the drinks industry.

“My fellow trustees agreed and I am proud that we have achieved this today. The work starts now and I would call on all businesses and people working within our industry to support it, for their benefit, and for the benefit of the industry.”

Ahead of the event, The Drinks Trust partnered with London-based producer 58 Gin Distillery to create a gin-based hand sanitiser for the ball.

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