Amelia’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 Amelia, one of our brave beneficiaries.

At 33, Amelia was used to holding her world together.

As a marketing manager for a major drink brand and a newly divorced single mum of three, she pushed through each day with grit alone. But winter had hit hard, energy bills soared, food cost more each week, and the savings she once relied on had vanished into legal fees.

Then came the notice; her landlord needed the property back. She had two months to vacate the property.

Every night, after the children finally slept, Amelia sat at the kitchen table surrounded by unopened bills and rental listings she could barely bring herself to click on. Juggling her 9–5, the school runs, and the aching worry of debt left her feeling like she was sinking inch by inch. She tried to stay strong for her kids, but when they weren’t looking, the fear and anxiety crept in.

How was she supposed to afford a deposit? How much more could she stretch what she didn’t have?

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

Just when she felt she was out of options, she remembered an event she’d attended where she first heard about The Drinks Trust. Clinging to that last thread of hope, she filled in the application that same night. To her astonishment, The Drinks Trust responded swiftly, stepping in to help part fund the deposit for her new rental home. Relief broke over her so suddenly it brought tears she’d been holding back for months.

4 weeks later, she stood in the doorway of their new house, warm and safe. The struggle wasn’t over, but for the first time in a long while, Amelia felt something like hope. She wasn’t fighting alone anymore.

"I’m truly grateful to The Drinks Trust for their support during a very overwhelming time. As a newly divorced single mum facing rising bills and an urgent move, I didn’t know where to turn. Their support meant everything to me. At a time when I felt overwhelmed and unsure how to move forward, The Drinks Trust gave me hope, stability, and the chance to give my children a safe new home. It lifted a weight I couldn’t carry alone.” - Amelia

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