Become anAlcohol-Free Specialist

Join the UK's leading alcohol-free training programme and become the person your company and customers trust for expert advice. Designed exclusively by Club Soda this Academy gives you the confidence to range & recommend alcohol-free drinks with authority.

Next Academy Dates:

2nd – 3rd November 2026 – Manchester
12th -13th January – London at the WSET
2nd – 3rd March – London at the WSET

With more dates and regional sessions coming soon

The programme costs £350 + VAT, with a limited number of half price and free bursary places available.

The Club Soda drinks academy is truly ground-breaking, giving drinks professionals a deep understanding of the no and low alcohol sector in a well thought-through, structured format that involved hearing from the producers themselves to demonstrate the breadth of high-quality products that are available today.

Brilliant experience this week with the Club Soda team getting a full immersion into the low and no category - a major growth area which is resonating with more and more customers and showcasing brilliant innovation. Highly recommend to anyone who is looking to learn more about this interesting category!

The deep knowledge and passion of the ClubSoda team is infectious and made the course even more enjoyable on this incredibly exciting and important topic. I enjoyed the cross section of various industries with rich content from manufacturing, tasting, insight into today’s UK consumer behaviours, off-trade barriers across non-alc categories and the opportunity to taste many liquids.

Why join the academy?

ALCOHOL-FREE IS ALREADY CHANGING THE ON-TRADE & RETAIL.

Are you ready to revolutionise your approach to drinks? Built for decision-makers shaping the future of drinks, the Club Soda Academy is an immersive two-day programme exploring the opportunities within the low and no-alcohol category. Through expert-led sessions, tastings and market insight, consultants, buyers, suppliers and senior hospitality professionals will leave better equipped to advise clients, develop ranges and respond to changing consumer demand.

GET AHEAD OF THE TREND

Lead one of the fastest-growing drinks categories & future-proof your career.

BROADEN YOUR EXPERTISE

Learn how to taste, understand and sell alcohol-free drinks with authority.

NETWORK & JOIN OUR ALUMNI

Connect with like-minded colleagues and be part of a community raising standards.

What you will learn

SHIFTING BEHAVIOURS

Understand the trends changing the way people drink.

WHAT IS ALCOHOL-FREE?

Learn the terminology, regulations and category essentials.

HOW TO TASTE & JUDGE

Discover how to assess flavour, balance and quality.

Explaining ALCOHOL-FREE

Build the confidence to recommend and sell with authority.

DIFFERENT DRINK STYLES

Explore beers, wines, spirits, aperitifs, functional drinks and how they are made.

Why you should attend

Commercial & Practical Insight:

Through guided tastings, expert discussion and practical sessions, you’ll build the confidence to advise clients, develop stronger low and no-alcohol ranges and create customer experiences that meet growing demand.

Stay Ahead of Market Demand:

As low and no-alcohol drinks continue to reshape the hospitality and drinks landscape, understanding that the category is becoming essential for businesses that want to remain competitive, relevant and commercially agile.

Strengthen Your Category Expertise:

Develop a deeper understanding of consumer expectations, product innovation and range development, helping you make more informed decisions across buying, consultancy, menu development and brand strategy.

Build Valuable Industry Connections:

Join a network of forward-thinking hospitality professionals, buyers, suppliers and consultants who are shaping the future of drinks. Share insights, exchange ideas and build relationships across the industry.

Direct Access to Leading Brands:

Connect with pioneering producers including Three Spirit, Everleaf, Zeno, Smiling Wolf, Jörg Geiger, REAL and BERO . Explore their unique products, discover how they can enhance menus and better understand how the category is evolving.

WHEN?

The course runs over two days on the 2nd – 3rd November 2026 in Manchester – Dates for 2027 across the UK coming soon.

WHO IS IT FOR?

Designed for professionals across the drinks, hospitality and retail sectors who want to build their understanding of the rapidly growing low and no-alcohol category. Whether you work in buying, brand development, marketing, product innovation, hospitality operations or consultancy, the Academy provides practical insight, market knowledge and industry connections to help you stay ahead of changing consumer demand.

Drinks Industry Professionals
Product Developers
Brand Managers
Drinks Retailers
Drinks Buyers
Marketing Leads in retail and the on-trade
Venue & Bar Managers
Bar Tenders

MEET YOUR TRAINERS

Laura Willoughby MBE

Laura is one of Drinks Retailing’s Top 100 Most Influential People in Drink and one of CODE’s 100 Most Influential Women in Hospitality, while the Club Soda Tasting Room won Independent Retailer of the Year 2023 and Specialist Retailer of the Year 2025. She judges across major drinks awards, from IWSC to WAFA, and serves as a trustee for The Drinks Trust.

Josh Kelly

Josh Kelly, the Brand Relationship Manager at Club Soda, is a senior judge for WAFA and a judge for IWSC, London Wine Compeition and Concourse Mondial De Bruxelles. He is a specialist in no & low wine, and has led training for Diageo, Moët Hennessy, Red Bull, and 67 Pall Mall.

LEARN FROM THE LEADERS SHAPING THE FUTURE

What our graduates say ...

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READY TO BECOME AN
ALCOHOL-FREE SPECIALISTS?

Spaces are limited – secure your place and get ready to taste, learn and lead

Who is this Academy for?

Drinks Industry Professionals
Product Developers
Brand Managers
Drinks Retailers
Drinks Buyers
Marketing Leads in retail and the on-trade
Venue & Bar Managers
Bar Tenders

By the End of the Programme, You Will:

Gain a deeper understanding of the alcohol-free, mid-strength and functional drinks categories, including key trends, products and consumer drivers.
Learn how low and no-alcohol options can help attract new customers, increase inclusivity and strengthen your venue or retail offering throughout the year.
Better understand the motivations and expectations of low and no-alcohol consumers and how to meet their needs effectively.
Develop the knowledge to design, implement and improve low and no-alcohol ranges within hospitality, retail or drinks-led businesses.
Understand the production methods behind alcohol-free, mid-strength and functional drinks, giving you greater confidence when discussing products with customers and clients.
Build practical skills in creating and serving high-quality alcohol-free cocktails and mixed drinks.
Leave with valuable insight and expertise you can share across your teams, clients and wider business.

Bursary Places

If you are applying as an individual or a small business with a limited training budget, we have a small number of bursaries available for this programme. You can indicate your interest by emailing laura@joinclubsoda.co.uk. This opportunity is open to both UK and international participants.

The bursary covers 50% of partipation costs.

Outside of London and need help with travel and accomodation?

If you are self-funding or work for a small business, The Drinks Trust offers course participation grants to help cover the cost of attending – including travel and accommodation – for those who meet their criteria. See below for more information (UK-based participants only).

Financial Support to attend the academy

The Drinks Trust support those on low incomes to access training in the hosoitality sector, inclding this academy.
Applicants will have to meet the following criteria:

Eligible to work in the UK (NI number)
Unemployed, or earning less than £26k.pa, with less than £2k savings
Aged 18 or over

To apply complete the form here

Travel expenses are reimbursed retrospectively and you will need to evidence your receipts. This can be used for travel and hotels. You should await approval before assuming your costs will be covered. Bursaries are subject to availability.

Bespoke Academies

We also run bespoke academies for teams in drinks, hospitality, creative and marketing. You can see who we have organised courses and academies for below. Just get in contact with laura@joinclubsoda.co.uk to hear more and discuss your requirements.

Alternatively, we offer two hour-long Industry Insights sessions that can be tailored to your needs. They will support your team to get up to speed wth the sector, or work as an induction for new staff.

Terms and conditions:

These Terms and Conditions outline the agreement between the provider (“we”, “us”) and the client (“you”). By enrolling in our training programme, you agree to the following terms:

1. Payment Terms

Full payment is required prior to the commencement of the course unless otherwise agreed in writing.
Payment must be made within the timeline stated on the invoice to secure your booking.
Failure to make payment by the due date may result in the cancellation of your booking.

2. Cancellations

Cancellations made 14 days or more before the course start date will receive a full refund, minus an administrative fee of £50.
Cancellations made between 8-13 days before the start date will incur a charge of 50% of the course fee.
Cancellations made 7 days or less before the start date will not be eligible for a refund.
All cancellations must be submitted in writing to jussi@joinclubsoda.com.

3. Transfers

You may request to transfer your booking to a future course date, subject to availability.
Transfer requests made 15 days or more before the original start date will not incur additional charges.
Transfer requests made 14 days or less before the course start date may incur an administrative fee of £50.
Transfers must be confirmed in writing.

4. Substitutions

If you are unable to attend, a substitute participant may take your place at no additional cost, provided you notify us in writing at least 7 days before the course start date.
Substitutions made less than 7 days before the start date may be subject to an administrative fee.

5. Programme Changes

We reserve the right to make changes to the course content, format, or schedule, including rescheduling or cancelling a course, where necessary.
In the event of a cancellation by us, you will receive a full refund or the option to transfer to a future course.

6. Liability

We are not responsible for any travel, accommodation, or other costs incurred by participants in the event of a course cancellation or rescheduling.
Our liability is limited to the refund of the course fee paid.

7. Intellectual Property

All training materials provided during the course are protected by copyright.
You are not permitted to copy, distribute, or share any materials without prior written consent.

8. Data Protection

Any personal information you provide will be handled in accordance with applicable data protection laws. Your data will not be shared with third parties without your consent.

9. Attendance

Participants are expected to attend the full duration of the course. Failure to attend any part of the course without prior notification will not entitle you to a refund or transfer.