Boxing hero Tony Bellew gets older men to ‘make being well a mission’

DRINKiQ and UK Men’s Sheds Association encourage men over 50 to reappraise their relationship with alcohol and mental health 

• UK Men’s Shed’s Association research reveals one in five men (22%) aged 50-75 ‘hardly ever or never’ think about their mental wellbeing 
• Men aged 65-74 are most likely to drink alcohol to ‘increasing risk’ levels (32%), followed by men aged 55-64 (29%) – coinciding with life changes such as retirement, empty-nesting and bereavement 
• During Mental Health Awareness Month, former boxer Tony Bellew stars in emotive Men on a Mission campaign and sets out his mission to make men’s wellbeing front and centre 

London, UK, 14th November 2024: DRINKiQ and the UK Men’s Shed Association (UKMSA) have launched a new campaign with former boxer Tony Bellew, as new data reveals that one in four men (22%) aged 50-75 ‘hardly ever or never’ think about their mental wellbeing – far more than women of the same age (14%), and over double the proportion of men under 50 (9% of 18-49s). 

Men on a Mission which is fronted by former boxer Bellew seeks to address the patterns of potentially harmful alcohol consumption in men from their fifties onwards, when wellbeing is tested by life-stage changes such as retirement, empty-nesting and bereavement. 

The DRINKiQ x UKMSA partnership, which is set to help UKMSA grow and welcome more ‘Shedders’ up and down the country to its community sheds, is also campaigning for men to better recognise tipping points with alcohol consumption, and highlighting how positive social outlets like Mens Sheds can help them renew a sense of mission, and improve their wellbeing. 

A new study commissioned by UKMSA compounds public health data showing that older men are more likely to drink more, and more frequently, than other age group. Indeed, men aged 65-74 are most likely to drink to ‘increasing risk’ levels (32%) – defined as more than 14, and up to 50 units per week – more 

than any other age cohort or their female counterparts, followed by men aged 55-64 (29%)1

1 Among women, 15% of 65-74s and 18% of 55-64s drink to ‘increasing risk’ levels, which for women are more than 15 and up to 35 units per week. 

Source: Health Survey for England 2022, published 06 June 2024 . 

Men of these ages are more likely to drink alcohol more frequently than others as they accumulate those units. Men aged 55-64 are the most likely age cohort to report drinking three to four days a week – nearly one in four (22%) doing so, followed by 19% of men aged 65-74 – higher than younger men, and women across the board.2 

2 Source: Health Survey for England 2022, published 06 June 2024 

Bellew, who stars in the campaign, left one mission behind when he retired from boxing – as millions of men do as they retire from work. He encourages men to embrace a renewed sense of mission, because to enjoy and extend your golden years, it’s important ‘to grab life by the scruff of the neck’. 

DRINKiQ campaign ambassador Tony said: “Sometimes the sense of mission can dwindle for men as we get older. Your kids grow up. Your work winds down. You might be hearing about more divorces than weddings. We might do less. And time spent idle might end up being more time on the couch or at the pub. And that’s fine once or twice a week but the more we do it, the more it adds up. 

“When I retired from boxing, I saw the hole that retirement can leave. And I retired 30 years earlier than most men with real jobs. But I left one mission behind, and needed to make being well a mission. We need to grab life by the scruff of the neck, and I see that at Men’s Sheds. The social connection and the creativity, being shoulder to shoulder with another – that’s mission.” 

Rob Lloyd, UKMSA Chair of Trustees, said: “At Men’s Sheds, we know that having a place where men can feel understood, without judgment, is incredibly powerful. It’s not just about creating a project together—it’s about creating a safe space to talk and support each other as we navigate life’s changes. This partnership with DRINKiQ allows us to build on that support, bringing awareness to the importance of mental and physical wellbeing.” 

“Men don’t often talk about mental health until we feel backed into a corner, and we’d like to change that. By encouraging open conversations, we’re able to foster an environment where men can reflect on their mental and physical health openly. There’s a real need for places where men can 

connect and find renewed purpose, especially in those later years. The Men on a Mission campaign is a call for men to think differently about their wellbeing, to seek out spaces like Men’s Sheds, and to find support and companionship.” 

To find out how life can be so much more for you or someone you know, visit drinkiq.com/menonamission. 

ENDS 

For further information, images or video, please contact: 

Jessica Parry, Blurred on behalf of DRINKiQ and UKMSA 

jessica.parry@blurred.global | +44 7811 343 075 

Visit: drinkiq.com/menonamission 

About Diageo 

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. 

Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). 

For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. 

DRINKiQ is Diageo’s dedicated responsible drinking platform. The right information empowers consumers to make the right choices, and DRINKiQ is one of the most important tools we have in promoting moderation and addressing harmful use of alcohol, through global and local initiatives. 

Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice. 

About The UK Men’s Sheds Association 

Connection, conversation and creation – that’s what joining a Men’s Shed is all about. Men’s Sheds encourage people to come together to make, repair and repurpose, supporting projects in their local communities. Whether a chicken Shed in Plymouth or a workshop at a train station in Nairn, Men’s Sheds provide a safe space for men to talk with one another shoulder to 

shoulder. Men’s Shed’s certainly improve wellbeing, reduce loneliness and combat social isolation. To get involved, find your local Shed or discover how to set up a Men’s Shed visit us at www.menssheds.org.uk. 

Ipsos 

For the UK Men’s Sheds Association, Ipsos interviewed a representative quota sample of 4,763 adults aged 18-75 in the United Kingdom using its online i:omnibus between 4th to 9th September 2024. This included a boost sample of just over 300 men aged 50-75. Within the sample, n=1,205 were men aged 50-75, n=961 were women aged 50-75, and n=1,221 were men aged 18-49. 

The sample obtained is representative of the population with quotas on age, gender, region and working status. The data has been weighted to the known offline population proportions for age within gender and also education and social grade. In addition, data has been weighted on working status nested within age (18-49/50-75 split) within gender, and also for region nested within age (18-49/50-75 split) within gender, to reflect the adult population of the United Kingdom. 

Fully tabulated survey results can be found HERE