Drinks giant Diageo has launched an 18-month partnership with UK Men’s Sheds Association to help prevent alcoholism and support those with drinking problems.

The firm, which makes drinks brands including Smirnoff, Guiness and Johnnie Walker, will work with the charity to develop a programme to encourage alcohol moderation later this year.

This aims to support the charity’s ‘shed leaders’ to “lead informed conversations about the causes and consequences of harmful drinking”.

This will be delivered through Diageo’s responsible drinking initiative DRINKiQ.

The charity, which launched more than a decade ago, runs a network of more than 1,000 ‘sheds’ nationwide that aim to reduce loneliness among men by encouraging them to take part in activities, share skills and meet others.

Around 33,000 people use the charity’s services each week.

Men aged over 55 are among its main users. This is among the groups most likely to have alcohol problems, consuming between 14 and 50 units of alcohol a wee, says the drinks firm.

“For many within this demographic, increased alcohol consumption can be driven by a range of social, financial, and psychological reasons, including bereavement, retirement, and loneliness,” said Diageo.

The partnership makes Diageo one of the charity’s largest corporate partners.

"Diageo is proud to support The Men’s Sheds Association in their crucial mission to create supportive community spaces,” said Daigeo GB managing director Nuno Teles.

“By partnering together, we aim to expand their impactful work by improving men’s wellbeing and raising awareness about alcohol moderation. Together, we want to empower individuals and create more connected communities.

“Having visited the Men’s Shed in Camden, I have seen the positive impact these spaces have in nurturing a sense of purpose and belonging within the community. It was a joy to meet the Shedders and discuss how we can collaborate to drive meaningful progress."

UK Men’s Sheds chief executive Charlie Bethel added: “This programme will deliver a positive impact on Shedders, and I hope, the wider population, to provide a greater understanding of our relationship with alcohol and develop more positive social habits; particularly as we age.

“This partnership provides an opportunity for us to further our reach and engagement as we support the continued growth of the Men’s Sheds community.”

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