This is one of those moments where the low, no and mid-strength drinks sector either shows up… or gets shaped without us 😬

This year is critical for no, low and mid-strength drinks in the UK, as Government legislation affecting the sector will change.

Before the end of the year, the Government will be:

• Changing alcohol-free descriptors – what can legally be called “alcohol-free”

• Making recommendations on whether alcohol-free should be treated the same as alcohol (from advertising to age ID)

• Exploring how to support growth in the sector.

If we don’t speak clearly and collectively, others will define this space for us.

This email outlines what we need from you now, to help ensure the sector has a strong voice.

Here’s what we’re doing, right now, thanks to the support of our member brands:

• We are in active conversation with Government on a regular basis

• We are working alongside key trade bodies (WSTA, Portman Group and others) to align messaging

• Building a sector-wide manifesto with clear, practical asks for the Government

• Creating tools to help you engage with Ministers and your local MP.

But we need your input NOW.

DEFRA (The Department for Environment, Food and Rural Affairs) has asked us to evidence:

• The size of the market

• Its current economic benefit to the UK, and

• Future potential of this sector of drinks.

So we are doing the first ever benchmarking survey and report for the sector, and we need you to complete it!

It’s quick, it can be anonymous (but if you share your details we can send you the a copy of the full, detailed report), and it directly shapes how Government understands our category.