CAP is an alcohol industry funded initiative receiving funding from both alcohol industry retailers and producers. Since 2011, CAP funding has been augmented via the Responsibility Deal. Individual CAP schemes may also – and often do - receive funding from a range of other sources e.g. Local Authorities, Police forces.
The Retail of Alcohol Standards Group (RASG) was set up in 2005 by the Wine and Spirit Trade Association (WSTA) to share best practice and share common signage (Challenge 25) as part of a concerted campaign to prevent the sale of alcohol to under 18s. RASG members have provided funding for CAP since its inception in 2007. RASG Members and CAP retail funders are:
- Association of Convenience Stores
- Marks and Spencer
- One Stop Stores
In addition to funds provided by the RASG membership, the following alcohol producers have provided core funding for CAP since 2011 via the Responsibility Deal or joined since then to support CAP expansion plans for 2018-2021:
- Brown Forman
- Edrington -Suntory (formerly Maxxium)