The Benevolent is looking for volunteers from across the drinks trade to be its ambassadors and help spread the word about the drinks industry charity.

The Benevolent Buddies, which was set up 10 years ago to draw younger members of the trade to the charity, is being relaunched as the Benevolent Ambassadors.

The rebrand marks the wider remit for the group, which started out organising events targeted at younger people but has grown to include promoting the charity’s work across the trade community.

From now on the Benevolent Ambassadors will play a key role in supporting and shaping the Benevolent’s work and strategy – and the charity wants more people to sign up to help with the work.

Chief executive David Cox said: “This initiative forms a vital part of our awareness-raising strategy. I am really looking forward to these volunteers becoming our valuable communicators and supporters within their own organisations or trade sectors as this will allow the message of our charitable work to be spread even more comprehensively within the trade.”

Ali Mann, chairman of the Benevolent Ambassadors’ Steering Committee, said: “In the past the Buddies have done brilliant work to raise money for the Benevolent and help people within our industry meet and network with others. As Benevolent Ambassadors we’re going to continue to do that but in addition we are going to take a more active role in ensuring that our colleagues and friends within the trade know more about their trade charity and how to access support.”

To find out more about becoming a Benevolent Ambassador visit, email or call 0207 089 3888.