John’s Story

The image provided is AI-generated and is intended solely for illustrative purposes. The individual depicted does not represent John

John's life changed dramatically when he lost his brother to cancer. He described him as being his best friend and a constant presence throughout his life.

As his brother’s illness progressed, John found himself living under the constant shadow of loss. The emotional strain became overwhelming, and his mental health began to deteriorate. He sought help from his GP during this time, recognising that he was no longer coping and needed support to manage his distress.

Struggling to cope with the emotional pain, John began to rely on ways of getting through each day that, in hindsight, he understands were driven by distress and grief. His alcohol consumption increased as he tried to manage the intensity of his emotions. Looking back, he feels deep shame about these decisions but recognises they were made during one of the darkest periods of his life.

When his brother eventually passed away, John's mental health deteriorated further. He was signed off work and, because he worked part time and earned below the threshold for Statutory Sick Pay, he suddenly found himself without an income.

At a time when everything felt overwhelming, The Drinks Trust provided vital support. Their assistance helped relieve some of the immediate financial pressure, allowing John to focus on his recovery rather than the fear of losing his home. They also referred him to Dr Julian's counselling service, where he was able to access specialist bereavement support and begin developing healthier ways to cope with his grief.

For John, the support came at a critical moment. It provided not only financial relief but also hope, stability, and the opportunity to begin rebuilding his life after an incredibly painful loss.

“Without the support I received, I don’t know how I would have managed during such a painful time. Losing my brother completely broke me, and everything else in my life started to fall apart as well. The help I was given gave me a sense of stability when I felt like I had none, and it allowed me to focus on trying to get through each day. I’m genuinely grateful for the kindness, understanding, and support I was shown when I needed it most.”

- John

At a time when our industry continues to navigate significant challenges, this campaign serves as both a tribute to 140 years of resilience and a powerful call for unity, reminding us all that we are stronger when we face it together. This campaign invites the drinks industry to celebrate, collaborate, and contribute to its industry charity. 

The drinks 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 devastating impact on the people who work in our industry, whose financial situations have already been worsened by the difficult economic times of recent years.

This year, as we celebrate the anniversary of our foundation, The Drinks Trust is renewing its commitment to making a meaningful difference to people in need across the drinks industry. Our goal is to extend the reach of our support services to even more individuals who need them most. To achieve this, we are calling on the entire drinks community to unite behind its dedicated trade charity.  Your involvement is not just support, it’s a celebration of the talent, passion, and resilience that define our industry.

Together Through Every Challenge, Since 1886.