Annika’s Story

To safeguard the anonymity and safety of our beneficiary, all names and any identifiable information about the beneficiary have been changed

This is the heartfelt story of Annika, one of our brave beneficiaries.

Annika, 32, has built a fruitful career working in hospitality and is currently employed at one of the UK’s largest pub companies. She recently began maternity leave to care for her newborn, now seven months old.

What should have been a joyful and cherished time soon turned into a period of unexpected hardship. Her partner fell ill and was signed off work, leaving the family without a steady source of income. 

With a newborn to care for and their financial stability taking a turn for the worse, Annika and her partner soon found themselves struggling to keep up with everyday cost of living expenses. Rent arrears began piling up, and the stress became unbearable. Eventually they lost their home.

The council placed them into temporary accommodation, but the debt to their previous landlord remained. At the same time, the cost of living continued to rise, pushing them further into crisis. Each day brought more uncertainty, fear, and exhaustion.

With nowhere else to turn to, Annika reached out, and that’s when The Drinks Trust stepped in. After reviewing their situation, we decided to give Annika an elevated grant to help clear her rental arrears to their previous landlord. It wasn’t just financial help, it was a lifeline. For Annika and her partner, it marked the first time in months they felt any real hope.

Their challenges didn’t disappear overnight, but now they have breathing room, and the beginnings of stability. Most importantly, we were able to offer support and hope, when they had nowhere to turn.

'Omg I feel like I could cry with your generosity. I am ever so grateful for the help. It wasn’t just financial help—it felt like someone finally saw us, truly understood how desperate things had become, and reached out a hand when we were at our lowest. In a time filled with fear and uncertainty, The Drinks Trust gave us more than support—they gave us dignity, relief, and the first real sense of hope we’d felt in months. Thanks to them, we’re starting to rebuild our lives and believe that brighter days are ahead.' - Annika

20% of adults of working age will be experience poverty this year.  To put that into context for an industry that employs 3.5 million people, that means that potentially 700,000 of drinks hospitality people will suffer severe financial hardship in 2025.

Joseph Rowntree Foundation

The drinks hospitality industry plays a vital role in bringing people together. BUT cost pressures on our industry continue to rise and this year, businesses will be forced to take further measures to reduce outgoings.

This will have a devasting impact on the people who work in our industry, whose financial situations have already been made worse by the difficult economic times in recent years.

1 in 5 of our colleagues will struggle with financial hardship in 2025. Together we can make the difference.

But the drinks hospitality industry is more than a sector - we are a family. Together, we stand united through thick and thin. When one of us is down, the rest rally to help, forging a brighter future for all.

Now more than ever, we need your help to support our colleagues in crisis.

The Drinks Trust is calling on businesses, partners and drinks hospitality people to rally behind our campaign, to support our colleagues in need, to contribute to our goal of raising £1million and pave the way for a stronger, sustainable industry future.

Find out more about the Face It Together Campaign Here