Drinkaware has unveiled a new five-year strategy aimed at reducing the number of risky drinkers in the UK by two million by 2030.
The charity, which is marking its 20th anniversary this year, said the target has been developed in collaboration with industry partners and stakeholders and aligns with the NHS's focus on prevention and early intervention.
According to Drinkaware, around eight million people in the UK currently fall into the "risky drinker" category. Of these, around seven million are drinking above the chief medical officers' low-risk guidelines but are not in the highest-risk category.
The charity said this group represents a significant opportunity for prevention, but many individuals do not recognise their level of risk or discuss their drinking habits with healthcare professionals.
Karen Tyrell, chief executive of Drinkaware, said: "As we reflect on progress in our 20th anniversary year, we've seen substantial positive changes in drinking behaviour across the UK. People are drinking less often, average consumption is down, and more drinkers are staying within the chief medical officers' low-risk guidelines.
"There's a lot to celebrate here, but our work isn't done."
Under the CMOs' guidance, adults are advised not to regularly consume more than 14 units of alcohol per week. Drinkaware said the latest findings from its 2025 Drinkaware Monitor show that more than 70 per cent of increasing-risk drinkers do not consider themselves to be a "problem drinker", while almost two-thirds have never completed an alcohol assessment.
To help address this, the charity's strategy focuses on three priorities: reinforcing moderation as a cultural norm, providing people with guidance and support to cut back on alcohol consumption, and working with partners to accelerate behavioural change.
Drinkaware said it plans to expand behaviour-change campaigns aimed at increasing-risk drinkers, strengthen strategic partnerships and continue investing in digital tools including its Drinking Check service, MyDrinkaware app and a new service finder.
The charity said 1.8 million people have completed its Drinking Check tool over the past three years, with 51 per cent reporting positive behaviour changes within four to six weeks, such as reducing alcohol consumption or increasing the number of drink-free days.
As part of the strategy, Drinkaware also plans to develop neighbourhood-level interventions in communities at greater risk of alcohol harm and continue producing independent research into drinking behaviours across the UK.
Tyrell added: "By 2030, our shared ambition is to see two million fewer risky drinkers in the UK. Achieving it would bring real benefits to society, communities and public health.
"We know we can't do this alone. That's why we'll continue working closely with our trusted partners and with the government to accelerate progress over the next five years and beyond."