Diageo has announced an 18-month pilot partnership with the UK Men’s Sheds Association, making Diageo one of the charity’s largest corporate partners.
The Men’s Shed, found in many local communities, supports men’s wellbeing by providing a network of social and creative spaces with the aim of reducing loneliness and isolation by encouraging men to pursue practical activities, and build social connections by share skills together. Founded in the UK in 2013, the partnership with Diageo will allow the charity to further scale its presence, which already has over 1,180 Sheds nationwide, with 33,000 people accessing a Shed each week.
The collaboration will also see Diageo and the UK Men’s Sheds Association co-develop a programme of activity to encourage alcohol moderation later this year, equipping ‘Shed Leaders’ with the resources, through Diageo’s responsible drinking platform DRINKiQ, to lead informed conversations about the causes and consequences of harmful drinking.
Nuno Teles, Managing Director of Diageo Great Britain, said, “Diageo is proud to support The Men’s Sheds Association in their crucial mission to create supportive community spaces. By partnering together, we aim to expand their impactful work by improving men’s wellbeing and raising awareness about alcohol moderation. Together, we want to empower individuals and create more connected communities. Having visited the Men’s Shed in Camden, I have seen the positive impact these spaces have in nurturing a sense of purpose and belonging within the community. It was a joy to meet the Shedders and discuss how we can collaborate to drive meaningful progress.”
Charlie Bethel, Chief Executive Officer of UK Men’s Sheds, said, “We are delighted to be working with Diageo on this exciting partnership, which certainly demonstrates our shared values in supporting healthier and happier men.
This programme will deliver a positive impact on Shedders, and I hope, the wider population, to provide a greater understanding of our relationship with alcohol and develop more positive social habits; particularly as we age. This partnership provides an opportunity for us to further our reach and engagement as we support the continued growth of the Men’s Sheds community.”
