Sponsorship, Fundraising and Charity of the Year Partnerships: how could your brand lead in the expanding sober-curious market?
At Orchard Media and Events Group, we are proud to be working with Alcohol Change UK for the third consecutive year, supporting the charity as it continues to build on the success and cultural impact of the Dry January® challenge and strengthen its wider year-round partnership programme.
Alcohol Change UK offer a range of opportunities designed to support positive behaviour change, improve wellbeing, and support ACUK’s driving mission to reduce alcohol harm across the UK and they are seeking to connect with purpose-led brands and businesses who want to make an impact.
A platform for positive change
Alcohol Change UK is an evidence-informed charity working to reduce alcohol harm and support people to build healthier relationships with alcohol. As an independent charity, Alcohol Change UK works with organisations whose values align with its mission to reduce alcohol harm and improve health and wellbeing.
The charity plays a leading role in shaping national conversations around alcohol, challenging stigma, and supporting individuals, family members, workplaces, practitioners and communities affected by alcohol harm. Its work spans a range of impactful programmes, tools and initiatives designed to support behaviour change throughout the year, from awareness campaigns and workplace training to digital support, fundraising challenges and behaviour change resources.
At the heart of this is the Dry January® challenge, the UK’s second-most recognised charity campaign. In January 2026, 17.5 million people in the UK planned to take a break from alcohol, demonstrating the scale of public interest in rethinking drinking habits and making positive lifestyle changes.
But Alcohol Change UK’s work extends far beyond a single campaign moment. Every 25 seconds, someone accesses the charity’s information and advice hub, reflecting the ongoing need for trusted, independent support throughout the year.
A unique partnership opportunity
Orchard’s work with Alcohol Change UK has expanded beyond a sponsorship focus of the Dry January® challenge to now include Fundraising Partnerships and Charity of the Year opportunities.
This broader remit creates multiple routes for brands and businesses to engage with Alcohol Change UK’s mission in a way that is authentic, strategically aligned and designed to deliver measurable impact. We are seeking partners across three core areas:
- Sponsorship
Sponsorship offers brands the opportunity to embed themselves in cultural moments that put them in front of an engaged, health-conscious audience, from flagship campaign moments such as the Dry January® challenge through to wider awareness, fundraising and behaviour change activity.
This is a platform for brands looking to build visibility, credibility and purposeful engagement with audiences who are actively interested in health, wellbeing and positive behaviour change.
The scale of the opportunity is significant. This year, the campaign generated £295 million in global media value, with a worldwide reach of 39 billion, demonstrating the visibility, cultural relevance and media impact available to aligned partners.
With a 300,000+ engaged email database, 1.28 million annual website visits and more than 200,000 annual Try Dry® users, Alcohol Change UK offers partners the chance to connect with people who are actively rethinking their habits, drinking less and making positive lifestyle choices.
- Fundraising Partnerships
Fundraising Partnerships offer businesses the chance to mobilise customers, employees and communities behind a cause with national relevance.
For brands, this provides a meaningful way to create shared moments of participation, strengthen audience engagement, build community connection and demonstrate visible support for Alcohol Change UK’s work.
These partnerships can be shaped around retail activity, customer donations, employee fundraising, challenge-led mechanics, community participation or bespoke campaign moments that bring the brand’s audience into the charity’s mission.
- Charity of the Year
Charity of the Year partnerships provide a deeper, longer-term opportunity for organisations to embed Alcohol Change UK’s mission across their business.
This route is particularly relevant for businesses looking to support employee engagement, internal wellbeing, awareness-raising and social impact throughout the year. By partnering with Alcohol Change UK, organisations can support a cause that is nationally relevant, personally resonant and closely connected to wider conversations around health, wellbeing, inclusion and workplace culture.
What partners can gain
This is a partnership opportunity designed to deliver both commercial value and meaningful social impact.
Shaping partnerships directly to your objectives, we can deliver:
- Extensive brand visibility
- New customer acquisition
- CSR, social impact and positive brand affinity
- Employee engagement
- Customer mobilisation
- Workplace wellbeing
- Purpose-led storytelling
- Retail, digital and community activation
- Behaviour change and positive lifestyle positioning.
Together, Orchard and Alcohol Change UK will work with partners to shape opportunities that are bespoke, credible and aligned to clear business objectives.
Who we are looking for
We are seeking brands and businesses that want to play an active role in supporting healthier relationships, lifestyles and UK-wide behaviour change.
This opportunity is particularly relevant for organisations operating across health, wellbeing, lifestyle, retail, fitness, finance, workplace wellbeing, consumer goods, technology and purpose-led sectors, as well as hospitality and leisure organisations aligned with Alcohol Change UK’s values.
Whether a brand is looking for national visibility, a credible CSR platform, a meaningful employee engagement opportunity or a creative way to connect with audiences making positive lifestyle changes, Alcohol Change UK offers a powerful and trusted partnership platform.
Contact us
If your organisation shares this ambition and would like to explore partnership opportunities with Alcohol Change UK, please get in touch with Orchard at sponsorship@thinkorchard.com
We’d love to hear from you.
