The Next Round: What happens after you change your drinking?
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The Next Round: What happens after you change your drinking?
Welcome to the recordings from the 2025 London summit and to a pivotal moment for our movement.
For more than a decade, Club Soda has worked to change drinking for good. Our mission is to make sure that wherever alcohol is sold or served, there is genuine choice – for everyone.
That mission has never felt more relevant, or more urgent. The Government’s 10-Year Health Plan has created a once-in-a-generation opportunity for the No, Low and Mid-Strength category to shape the future of drinking in the UK. With the right evidence, collaboration, and advocacy, we can help make lower-strength choices a central part of national health , business and consumer policy, not just an optional niche.
To get there, we need to build our collective voice. Until now, Club Soda has supported much of this work, from lobbying and trade engagement to collective campaigns and research, on a largely voluntary basis. But to seize this opportunity properly, we must be able to fund this activity in a sustainable, coordinated way.
That’s why we have brough back the Club Soda Membership Scheme. Your membership will directly fund:
This podcast was recorded live at the No, Low and Mid-Strength Summit in London in 2025. To see information about our next summit go here.
Tom Surgey shares his experience as a wine writer, presenter and drinks industry commentator.
Tom is one of the UK’s leading voices in wine and hospitality – you’ll know him from The Wine Show and now, of course, his alc-free showcase Parched, countless TV and radio slots, and maybe even from pouring you a glass in a past life. He’s that rare mix of deep knowledge, sharp wit, and great storytelling, so expect to learn a lot and laugh a little too.
Soho House have introduced a new low and alcohol-free menu across all houses – and they have not done it quietly. Emails, members cocktails classes and a cool social video has introduced the new menu to members.
Our founder, Laura, caught up with Cyril Francoise, Head of Bars for UK, Europe, and Asia at Soho House & Co, who has been responsible for developing the new menu and launching it amongst customers.
You’ve created the perfect drink—now you need the capital to grow. This 100-minute masterclass will help you navigate the funding landscape with confidence, from angels and VCs to crowdfunding and strategic partners. Learn how to research, prepare, and pitch effectively to attract the right investors—plus hear hard-earned lessons from founders who’ve already been through the process.
A panel featuring Nik Keane from Dioni Life, Guy Lawrence from Craft Spirit Capital, Louise Fitzpatrick from Heineken Beyond Beer and Geordie Hadden-Paton from Rianta Capital shares insights into what investors want to see from emerging drinks brands.
Nick Bodkins from Boisson shares his first-hand experience of fundraising in the no/low-alcohol sector, including the lessons learned along the way.
Anna Chalov from Bemuse shares the highs, challenges and key takeaways from their experience of raising investment through crowdfunding.
What you say about your brand, and how you promote it, goes far beyond the name on the label. In this masterclass, experts share the rules and pitfalls you need to know.
(00:00) Category and Geography Rules with Kelly Moss (WSTA) – a practical guide to naming and labelling alcohol-free and mid-strength spirits and wines, plus upcoming changes to watch.
(25:30) Marketing Responsibly with Laura Demorais, Portman Group – how to navigate the Naming, Packaging and Promotion Code, and promote your brand with confidence while staying compliant.
Breaking into the right routes to market can make or break a brand. This masterclass brings together expert perspectives from across the trade to help you navigate wholesale, retail, and on-trade buyers with confidence.
Discover the “new way” of approaching wholesalers, from profiling partners and negotiating margins to building strong, lasting relationships.
Verena Caris and Michael Jolley from the UK Department for Business and Trade (now Business, Science Innovation and Trade) explain the benefits of exporting, how to build an effective export strategy and how the Department for Business and Trade (now Business, Science, Innovation and Trade) can support your business to grow internationally.
Tom Ward from Wise Bartender explains what every drinks brand should know about getting fulfilment right, where you can make savings and how to deliver a great customer experience.
Infinity Blue explores the opportunities and practical considerations for brands looking to enter the US market via one of the world’s largest retailers, Walmart Marketplace.
Building a brand that stands out starts long before the design work begins. The strongest brands are built on clear strategy, thoughtful creative briefs and stories that connect with consumers.
David Hodgson (Zeno Wine), John Logue (Chance Cider) and Theadora Alexander (YF) discuss the highs, lows and lessons learned from building brands that connect emotionally while delivering commercial results.
PB Creative’s Laura Ford shares why a strong creative brief is the foundation of every successful branding project, with practical advice on setting your creative team up for success.
Theadora Alexander from YF takes you through everything you need to know about making meeting with buyers count.
Kate Blake shares insider tips on working with buyers and securing supermarket listings.
Shaping the Debate: Alcohol-Free & Mid-Strength drinks and the Health White Paper
In this fireside chat, Luke Boase (Lucky Saint, ANBA UK) interviews Tonia Antoniazzi MP, Chair of the APPG for Beer. Together they’ll unpack the Government’s Health White Paper, discuss its implications for the alcohol-free sector, and explore how proactive campaigning can ensure our category has a strong voice in policy.
BevZero‘s Silvia Cedeno Daguerre presents the latest dealcoholisation technologies that are improving quality and fuelling innovation.
Anthony Wilson, Founder & Technical Director at Alkemista, will explore the unique challenges facing functional drinks – from crafting liquids that deliver on taste to showcasing the true benefits of their functional ingredients.
Alcohol-free and mid-strength wine is one of the fastest-growing categories in the no and low space, with innovation and sales growth accelerating worldwide. This focused mini-conference explores where the category is heading next, bringing together technical expertise, international perspectives, and practical commercial insights.
join a panel discussing practical advice on pitching mid-strength and alcohol-free wine to buyers and consumers who remain unconvinced – Will Willis (Zeno), Sebastien Thomas (Moderato), Jeremias Loock (The Other Bottle), Zoe Burgess (Atelier Pip)
A practical workshop on the latest legislation and labelling terms, covering “alcohol-free,” “0.0%,” “alcohol-light,” organic certification, sparkling variants, and ingredient disclosure. Learn what these changes mean for potential UK descriptor changes and what you need to know as producers, importers, and advocates, and how to stay compliant while seizing new opportunities with Irem Eren
Treasury Estate Wines‘, Winemaker, Iain Jones, shares insights on investment, research, and lobbying in Australia.
Dan Stiller (Better Rhodes) discusses how alcohol-free wine is evolving in the States, and what lessons can be drawn from the market there.
As the no, low and mid-strength drinks category matures, its identity is shifting visually and culturally. What can alcohol-free, mid-strength and functional and mood-enhancing drinks learn from plant-based pioneers? Which codes are cutting through? And how can design help brands stand out while building trust? Join PB Creative for a fast-paced dive into the semiotic codes, packaging trends and bold moves shaping the next wave of standout drinks brands.
Presented by Laura Ford from PB Creative.
How do you build genuine relationships with the people who can amplify your brand? Learn how to capture media attention, navigate influencer partnerships (paid or not), & stretch your digital marketing budget without breaking the bank. Nudge PR hosted a series of insightful talks with key folks at the summit to help you with your PR journey.
Why Trade and Consumer Media Matter with Jo Gilbert (Drinks Retailing) and Denise Hamilton-Mace, Low and No Drinker.
with Aidy Smith (Sypped) and Imme Ermgassen (Botivo)
with Camille Vidal (La Maison Wellness), Ben McFarland and Tom Sandham (Thinking Drinkers).
A lineup of international experts, from Spain, Poland, the Middle East, Japan, the U.S., and Canada—as they unpack how no, low, and mid-strength drinks are taking shape in their regions. Get the inside scoop on cultural shifts, market developments, and what’s driving momentum locally. Stick around for a live panel Q&A where you can ask your questions directly and dive deeper into the global picture.
Presented by Chris Losh from WAFA
The picture in Asia by Mei Kyotani & Wataru Nakayama from Asahi
The Picture in Africa by John Asogonnde from Eden Bar
The Picture in the Middle East by Erika Blazeviciute Doyle from Drink Dry
The Picture in Spain by Maggie Crifasi from Sense Barcelona
The picture in America by Dan Stiller from Better Rhodes
Get ready for an energising deep dive, led by Camille Vidal, into one of the most exciting – and often overlooked – segments in the drinks space. The Mid-Strength Collective is on a mission to champion choice, moderation and innovation, and this session is your front-row seat to what’s next.
Hear the latest research revealing untapped potential, shifting consumer mindsets and the commercial opportunities waiting to be unlocked. Blake Gladman from KAM Insights shares the report commissioned by the collective. (see the link at the top for the slides)
Nick Bodkins (A Route West) compares U.S. and European production approaches to Mid-Strength, assesses current players and market gaps, and uncovers best practices for positioning, education, and go-to-market strategy. Gain actionable insights to shape mid-strength’s future in America.
An open conversation about the research results, and how brands, retailers and industry bodies can collaborate to grow the mid-strength category together.
Chaired by Camille Vidal
With
Russell and Gabby Lamb | 6 Percent Wine
Moritz Zyrewitz | The Gentle Wine
Jonny Shields | Quarter Proof
Brad Compton | Session Spirit
Turning a great idea into a successful low or no-alcohol drink requires the right mix of technical know-how, smart choices, and strong execution. This session brings together specialists from across the supply chain to share the insights you need to avoid common pitfalls and move with confidence from concept to market-ready product. From production techniques to fulfilment, and from flavour to buyer meetings – this is your essential toolkit for making it happen.
Broadcaster and food & drink expert Nigel Barden chats with Jörg Geiger, one of Europe’s leading pioneers in alcohol-free drinks, about his 20+ year journey. This eye-opening session reveals the scale of Jörg’s operation, the styles of drinks he produces, and the innovative methods he uses (including distilling oyster shells) alongside his regenerative farming practices.
Jörg Geiger, a chef turned drinks innovator, has been creating alcohol-free beverages from heritage apple and pear varieties since 2003. Renowned internationally for his expertise with MeadowFruit trees, he blends traditional methods and modern science to craft unique, sustainable drinks. His mission is to preserve ancient orchards, enhance biodiversity, and inspire renewed pride in these exceptional fruits.
A decade ago, Seedlip was busy distilling its first groundbreaking batch, and Club Soda was rallying a fearless community of change-makers.
These were the sparks that ignited a revolution in drinking habits and alcohol-free options across the UK. In just ten short years, we’ve shattered the stigma around choosing not to drink, making a zero-to-hero leap in social acceptance that has travelled the world.
But that journey is far from over.
The Club Soda Low, Light and Alcohol-Free Summit powerd by PB Creative, was a day of learning, support, and networking for the pioneering community of the world’s most exciting emerging low-alcohol and alcohol-free drinks brands.
This summit wasn’t just a victory lap for the strides we’ve made—it was about collaborating to create a bold manifesto for the next ten years.
We’re standing on the brink of a new era, ready to push boundaries and challenge the status quo. The mission? To revolutionise our drinking culture further, making it normal to ask for a drink with alcohol, less alcohol, or no alcohol at all.
It’s time for radical change. We can spearhead a shift in the drinks industry by fostering collaboration, embracing disruptive ideas and smashing complacency. Together, we can drive this change, making the choice for mindful drinking the norm and creating a vibrant, inclusive future for everyone. Let’s seize this moment and transform the way we drink, forever.
Ben Branson gives State of the Sector address reflecting on the remarkable progress and achievements since 2015.
PB Creative share why designing a brand with soul is critical when helping your audience choose, love and come back to your drink. In a category that continues to develop and a wide range of needs and occasions to be considered, the role of brand design can help effectively and authentically tell your story and convert new consumers.
Hear from Lou Pollitt Category & Insights Director at Lucky Saint about how they use data to make decisions.
Aaron Newell from J A Kemp shares everything you need to know about protecting your brand!
J A Kemp is one of the largest European patent and trade mark attorney firms, with offices in London, Paris, Oxford, Cambridge and Munich.
After delving into alcohol-free for a segment for BBC Morning Live, Briony (Escape to the Country, Morning Live, Food Unwrapped) shares her experience of being alcohol-free and what she thinks consumers are looking for.
In this inspiring conversation with BBC personality Briony May Williams as she opens up about her journey of over a year sober and her quest for the perfect alcohol-free drink. Hosted by Club Soda Founder Laura Willoughby, they discuss Briony’s experience of giving up alcohol just before her 39th birthday (and will turn 40 a year alc-free!) navigating milestone celebrations without booze.
Briony discusses the positive impact of alcohol-free drinks on her life and relationships. She emphasises the need for venues to offer appealing non-alcoholic options and the power of customer feedback in driving change. Briony shares her strategies for socialising confidently without drinking alcohol.
Founders reveal their successes and the valuable lessons they’ve learned, offering insights on what they would do differently if they could start anew.
With David Hodgson from Zeno Wine, David Begg from REAL, Brendan Williams from NuWave Drinks and Helen Michels from Drink Sherpa.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
Join Nudge PR for exclusive insights on harnessing the power of press and influencers, and unlock the strategies to ensure your brand stands out.
With Kate Johns and Frankie Wrigley from Nudge PR, Lucy Britner from Drinks Retailing News, and Tatiana Mercer from Three Spirit.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
Meet a panel of real-life investors and uncover what they look for when investing in a startup.
With Melanie Hayes from Bethnal Green Ventures, Emma Biasiolo from Beringea, Gareth Bath from Distill Ventures and Geordie Hadden-Paton from Rianta, Damian McKinney from DioniLife.
PB Creative introduce a panel with brand leaders to discuss the role of creativity and design when growing your business.
With Amy Lupton from PB Creative, Imme Ermgassen from Botivo, Melanie Masarin from Ghia, Daniya Stewart from Dry Drinker and Christof Tremp from Rebels 0.0%.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
With experience as Managing Director of Seedlip and an enviable reputation in the drinks industry Emma shares her knowledge to help you grow your brand! She also announced the new brand from Ben Branson – Sylva.
Louise Fitzpatrick is the Strategic Growth Manager for HEINEKEN Globally. Her focus is on growth opportunities in LoNo and Beyond Beer and she shares the work they have been doing to communicate the future of low and alcohol-free options.
Note: this presentation had videos which you cannot hear on the recording – so we have taken the gaps out and put the videos below in the order they were shown in.
With tight margins and smaller volumes, how can we encourage wholesalers and retailers to stock more low- and alcohol-free products? With Jo Zakiewicz from Everleaf, Zara Cassidy buyer from Majestic, consultant Rachel Hewlett, and Wim Boekema from World of Nix.
With Jeremy May from Nice Wines, Dan I’Anson from Everleaf, Sam Cooklin Smith from Kore Drinks and Roberta McKeown Wine Controller at Molson Coors and previously Category Buying Manager for Star Pubs.
From determining your readiness and selecting the ideal markets to securing support and laying the groundwork for triumph. Get equipped with the essential tools to plant the seeds of success in your export journey.
With Chris Jewitt from Santander, Raissa de Haas from Double Dutch, Nik Bodkins from Boisson, Roddy Nicoll from Spirits of Virtue and Vaughan Yates from The Virgin Mary Bar.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
Join Distill Ventures and a panel of successful brands to uncover the secrets of fundraising and learn from those who have mastered the art of securing funds. With Gareth Bath from Distill Ventures, Charles Davies from Edgebold, Emma Wykes from Pollen Projects and Mark Wong from Impossibrew.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
With new leadership comes shifting priorities, and navigating the legislative landscape can be challenging.
Join Rob Fink from Big Drop and Matt Lambert from the Portman Group and Kelly Moss from the WSTA and Karen Tyrell from Drinkaware as they delve into the latest developments and provide crucial updates on the descriptors consultation. Stay ahead of the curve and understand how these changes could affect your business!
While global brands leverage their vast budgets to elevate low and alcohol-free options into the spotlight, smaller brands often find themselves sidelined in retail and distribution. But what if we could change this dynamic for the benefit of all?
With journalist Chris Losh from WAFA, Ellie Webb from Caleño, Zoe Riccio from Athletic Brewing and Rob Hobart from Asahi.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
Education is the buzzword for every brand, but what does it truly entail? Who should we target, and what are the most effective strategies for this sector? Join us to explore innovative approaches to education that will drive growth and success for all brands in the category.
With Christine Parkinson from WAFA, Dan Crowther from Liquor Studio in Leeds, Camille Vidal from La Maison Wellness, Zoe Burgess from Atelier Pip, and Paul Hunter, Head of Drinks Category Management from Star Pubs.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
Despite the decline in alcohol consumption, the uptake of low and no-alcohol alternatives remains slower than we would like. What obstacles are blocking this category’s growth, and where do they exist within the industry and beyond?
With Luke Boase from Lucky Saint, Chris Becker from Better Rhodes, Annabelle Bonus from Drinkaware, Millie Gooch from Sober Girl Society and Jo Dring from Heineken.
The sound in the smaller rooms was not quite as good as the main room – so do excuse the sound quality! The talks and panels were obviously amazing!
Join a dynamic panel of industry analysts and forecasters as they reveal the cutting-edge trends set to shape the future!
With Denise Hamilton Mace from Low & No Drinker Magazine, Blake Gladman from Kam Insights, Sam Millard Head of Innovation at Beavertown, Susie Goldspink from the IWSR and Hamilton Lowe from Smiling Wolf.
Join Club Soda for 10% off your first order of drinks for UK delivery. Plus get our latest news and special offers for members to choose better drinks, change your drinking and connect with others.
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