One of the drinks industry's top charities has launched a new campaign to get the trade to help former colleagues.
The Wine and Spirit Trades' Benevolent Society, which helps people who once worked in the drinks industry but have fallen on hard times, unveiled the "Be a Benevolent Buddy" campaign this week.
The charity's outgoing president, Diageo communications chief Tony Mair, said the aim of the campaign was to get more people currently working in the drinks industry involved with the charity.
"Through this campaign we want to raise awareness of the charity. We want to generate more membership and more funds," said Mr Mair.
"It is really an appeal to younger people in the industry and get them involved in the charity. I'd like everyone in the industry to become a buddy and help make a difference."
Most of the current beneficiaries are pensioners who have worked in the drinks industry for many years but had no or little occupational pensions. Many are ill or disabled and need full-time support and care.
The Benevolent owns two residential care homes, one in Eastbourne, Sussex and the other in Chorley, Lancashire.
Mike Campbell (pictured), chief executive of the Benevolent, said: "Our ambition is to double the number of beneficiaries over the next three years, but to do this we need to get people from all sectors of the industry involved, and help us make a real difference in the daily lives of those who cannot help themselves."
If you would like to become a Benevolent Buddy, contact Eleanor Perry, on 020 7248 1343 or at eleanorperry@thebenevolent.org.uk.