From February 2007, the drinks industry charity will simply be known as The Benevolent and will have a new logo, website and newsletter.
Chief executive Cheng Loo said: "We want to boost awareness of the Benevolent and its relevance to all those who are currently, or have been, employed in the drinks industry.
"We particularly want to recruit new members and supporters and are targeting both large and smaller retailers, wholesalers, producing and distributing companies who currently provide little or no active support.
"We also want to make all individuals working within the trade more aware of what they can do to help us raise more funds and provide more grants to help people in need."
The first issue of the newsletter - The Benevolent Bulletin - and new literature will be distributed to individuals and companies in the coming months to help raise the charity's profile.
Current chairwoman Vanessa Wright, also communications director at Chivas Brothers, said: "We need good communication to find those in need, to enlist help from companies and individuals, to engage younger people in the industry, as they are the future, and to raise visibility."