The Benevolent has announced the launch of a new 100% confidential telephone helpline in partnership with social enterprise company Connect Assist.

The drinks industry charity said the aim is to provide a dedicated counselling service for its members, manned by professional counsellors.

The helpline is now active and is available to members of the trade seven days a week from 8am to 8pm on the number 0800 9154610.

The service will allow members of the UK drinks industry facing difficult circumstances to find the best help tailored to their needs. The service provider, Connect Assist, will handle the helpline support phone calls (and support emails) in a bespoke and confidential manner and will be able to offer either telephone or face-to-face counselling by professional counsellors to anyone who requires practical, legal or emotional help relating to all types of wellbeing and mental health. Financial support will still be processed by the charity’s headquarters and its Welfare Officers.

In addition to this new service, The Benevolent has refreshed its awareness-raising ‘Here to Help’ communications campaign. The new design uses dramatic slogans and graphic appeal with crafted bespoke messaging for the different sectors of the UK drinks industry, in order to make it more relevant to the interests and needs of the drinks community.

David Cox, the charity’s chief executive, said: “As the awareness of our support grew within the trade, so did the number and frequency of calls and a large majority of these calls related to wellbeing and personal crises of one sort or another. We feel this new service is a game-changer for our charity and we can now offer a greatly enhanced level of professional help that reflects the needs of today’s issues and difficulties faced by all our members of our trade – young and old. We are very excited about this new service.”

Chairman Tom Yusef added: “This is another wonderful example of how the charity is moving forward progressively with its mission to broaden the help and support it provides and to address current issues being faced by members of the drinks trade and their families.”