The Next Round: What happens after you change your drinking?

Trade and Consumer Shows

On this page you will find information about, and how to get involved in, our Mindful Drinking Experience, at trade shows we are partnering/have negotiated discounts with, and our consumer-facing shows.

We have provided contact details of the person at each show you would need to talk to in order to book, and for all other questions and enquiries, contact us.

Mindful Drinking Experience at London Wine Fair 2022 || Photo Anthony Upton / LWF

The Club Soda Mindful Drinking Experience

The Club Soda Mindful Drinking Experience is our coordinated and collaborative strategy to maximise trade show engagement for exhibiting partners, ensuring sector visibility and visitor participation, whilst lowering barriers to entry for smaller brands.

Our Mindful Drinking Experience brings brands together in a pavilion at the heart of each show, with a dedicated, branded space on the main show floor. In addition, we will be running a programme of activations across each show, including keynotes and panel discussions, guided tastings for show visitors, demonstrations, competitions and more.

Partnering with us in our Mindful Drinking Experience is a cost-effective way to showcase the best in low and no, ensuring we all get the most benefit in terms of visibility and footfall.

Our programme of activations is designed to drive show visitors to our Mindful Drinking Experience with purpose, encouraging their engagement with you.


'A big thank you from all of us at 6PERCENT for an amazing few days at London Wine Fair. I know so much goes into putting on these events, and it really was flawless from you and all the team. It was a real surreal moment for us being able to finally launch our wine. Quite frankly we would not have made it to London Wine Fair if it wasn't for all of you guys doing the hard work behind the scenes and your continued support. So thank you.'​

Freyheit Festival – A Celebration of Alcohol-Free Excellence in Munich

Saturday, 6th September 2025

Be part of the Freyheit Festival, taking place on Saturday, 6th September 2025 at Pineapple Park / Alte Posthalle, Munich.

This unique event blends a trade fair atmosphere with engaging masterclasses, all centred on high-quality non-alcoholic beverages—from beer and wine to kombucha, spirits, juices, and more.

Why exhibit with us?

  • Connect with a diverse audience: consumers, restaurateurs, retailers, and press

  • Enjoy direct product engagement, feedback, and encouraged on-site sales

  • All-inclusive stand: setup, cooling, tasting glasses, and marketing included

  • Approx. 1,500 visitors and 60–80 curated brands

  • Fee: €699 (+ VAT)

Limited category slots available—max. 15 brands per beverage type.

To learn more or secure your place, contact the festinal at:
📧 partner@freyheit-festival.de

UK Shows

Trade Drinks Expo

Excel, London, 30th Sept – 1st Oct 2025

We have a 2m by 3m stand to share between 3 brands at Trade Drinks Expo 

  • You will sample your own product over two days. 
  •  The following are provided:
    • table
    • lead scanner
    • ice

£995 (+VAT)

The Drinks Trust Gala

Monday 6th October 2025

Claridges

This year the Drinks Industry Gala Dinner is being held at Claridges and hosted by Graham Norton.

I am looking for a spirit and beer to be the alcohol-free sponsors for this event. 

Let me know if you are interested and I can send more details.

Parched by

A game-changing, experience-focussed No & Low Alcohol Drinks Event in London. Parched brings the UK trade and consumers into contact with the best No & Low (and Mid-Strength) drinks brands, putting the drinking-experience at the forefront. With over 300 UK on and off trade buyers, sommeliers, agents & press attending the tasting during the day and 150+ Consumers in the evening.

Parched is a new concept from TV Drinks Expert Tom Surgey & industry-leading drinks event organiser Clare Malec. Featuring incredible drinks, experiential cocktail bars and interactive draught beer walls, the team’s ambition is to inspire attendees, showcase the value and hospitality-proposition that the No & Low category offers all consumers, whatever their drinking habits.

Tom & Clare have set the event up in such a way that smaller brands have a low-barrier to entry with half-table options, and a range of add-on experiential elements, with larger, more-established brands having options for full tables and headline sponsorship slots. It’s an event for all and they welcome registrations of interest from brands to attend, please contact
tom@tomsurgey.com at earliest to register and secure a slot. 

Live Awards - Connect with Live music Venues

 Back by popular demand – and better than ever.

After the successful introduction of a fully inclusive drinks menu at last year’s LIVE Awards, we’re raising the bar once again in 2025 with a unique offer for alcohol-free brands that want to connect with music venues. 

This engaging activation invites guests to explore the growing world of sophisticated, non-alcoholic options, we’ll be helping the live music industry distinguish between soft drinks and adult-worthy booze-free serves.


🎤 About the LIVE Awards 2025

The LIVE Awards returns for its fourth edition on 10 December, following a sell-out success in 2024. As the UK live music industry’s ultimate year-end celebration, the night brings together the most influential organisations and trailblazers from across the sector.

Confirmed attendees include representatives from:
Live Nation, The O2, AEG Presents, Festival Republic, Co-op Live, Alexandra Palace, Royal Albert Hall, Kilimanjaro Live, Wembley Stadium, SJM, DHP Family, Dice, Roundhouse, CAA, Kendal Calling, Ticketmaster, The Power of Events, and over 80 more leading organisations.


🥂 Sponsorship Opportunity: Alcohol-Free Drink Partner

Sponsorship: £3,000 (multiple available)
Showcase your alcohol-free brand to a key audience of industry professionals, tastemakers and media.

What’s included:

  • Product placement at all main bars and drinks stations

  • Sampling and service to 300+ guests, including during key moments like welcome drinks and the afterparty

  • Logo presence on menus, digital screens, and throughout the venue

  • Social media, PR and post-event exposure

  • On-table branding for all seated guests

  • 2 complimentary tickets to attend the awards

Sponsors must supply sufficient stock for 300 attendees.