It has appointed digital agency TH_NK to refresh its digital strategy, web design and build.
Drinkaware said the move had been made to "further cement the alcohol education charity’s role as the ‘go to’ place for consumers to get information about alcohol and support to change their behaviour".
Drinkaware said the new digital approach would:
• Combine technology and behaviour change expertise to stimulate and support people to use digital tools to change their relationship with alcohol.
• Provide personalised content like real-life stories and relevant tips in response to the users needs.
• Use contextual intelligence to learn from the behaviour of visitors as they browse, responding to how they interact with the site, where they have clicked through from, what they are looking for and even the time of day they visit.
Originally launched in 2007, last year the site received 2.87 million visitors - a 37% increase year on year. Following a 200% rise in visits from mobiles, in 2011 the charity launched a mobile version of the site.
TH_NK was chosen following a selection process managed by Oystercatchers.
Chris Sorek, chief executive of Drinkaware, said: "TH_NK really stood out to us because of the emphasis they place on helping consumers make long-term healthy lifestyle choices – something that is at the heart of what Drinkaware does.
"As is evident in the popularity of the site, consumers are turning to us as a trusted source for facts and tools to help them on their behaviour change journey," he added.