1 In 5 Plan To Drink Less This Christmas, As The Club Soda Mindful Drinking Festival Hits The City

CENSUSWIDE UK for Britvic:

  • Almost half of consumers (45%) are set to buy more soft drinks at Christmas

  • Over a fifth (21%) plan to drink less alcohol



Friday 24th November, from 12 to 8pm

Saturday 25th November, from 12 to 6pm

at Spitalfields Market, E1

This Black Friday could see the biggest switch in customer spending habits ever, as more and more people reach for alcohol-free alternatives in preparation for Christmas. Many will be stocking up at the Club Soda Mindful Drinking Festival in the City of London – a place usually associated with boozy excess at this time of year.    

Research by Censuswide UK (for soft drinks giant Britvic) reveals that, compared to the rest of the year, almost half of consumers (45%) are set to buy more soft drinks at Christmas, with over a fifth (21%) planning to drink less alcohol.

Black Friday will see a spike in alcohol-free sales compared to last year, with 37% planning to spend more on soft drinks this year than Christmas 2016; this increases to over half (56%) of consumers aged 16-24.[1]

The Club Soda Mindful Drinking Christmas Festival is tapping into this trend. The event is a celebration of the growing range of alcohol-free adult soft drinks and showcases craft beers, wines, lower-sugar sodas, and infusions.

Big brands like Heineken are putting their weight behind this consumer-led event, alongside the new wave of adult alternative drinks. The festival will showcase the UK’s first alcohol-free brewer Big Drop Brewing Co, and new alcohol-free spirit brands like Borrago who are launching their drink at the two-day event. There is lots to tempt Londoners:

  • The Heineken® 0.0 pop-up bar
  • Friday after-work party with Morning Gloryville – the original morning dance party community  
  • Big Drop Brewing Co. craft beer bar
  • Tutored tastings and masterclasses from Double Dutch tonics and Mocktail Box
  • Alcohol-free drinks: from beers to wines and lower-sugar sodas, infusions and seasonal mulled drinks
  • Talks on Mindful Drinking and Sober Sex
  • Live music on Saturday
  • Stand-up comedy with Sober Stick Figure author Amber Tozer.

London is at the forefront of the mindful drinking revolution. 1.5 million Londoners are already drinking mindfully and moderately, and many new drink producers are London based, such as Nirvana, the Capital’s first dedicated alcohol-free brewery.

Club Soda founders Laura Willoughby MBE, who is seeing in her fifth Christmas alcohol-free, and moderate drinker Jussi Tolvi said:

“Christmas is regularly regarded as the booziest time of year, so we are here to share some healthier, hangover-free alternatives. They will spice up your festive season and help fill those stockings ready for your January health-kick. You’ll have the chance to sample (and take home!) some of the most creative and exciting alcohol-free drinks on the market, all in the name of Christmas cheer.”

Brogan Simpson, Brand Manager at Heineken said;

“We’re proud to announce our second collaboration with the Mindful Drinking Festival over the festive period. Heineken 0.0 contributes to the growing cultural trend around the importance of living a balanced and healthy lifestyle – and for those times you may want a beer but no alcohol! Consumers can come and enjoy a refreshing alcohol-free beer during the two-day festival and get involved in the Mindful spirit!”

The Club Soda Christmas Mindful Drinking Festival will be hosted by Spitalfields Market on Friday 24th November from 12noon to 8pm, and Saturday 25th November from 12 noon to 6pm.

Everything in moderation. Except flavour.


Laura Willoughby MBE | laura@joinclubsoda.co.uk | 07968708703


  1. Statistics have been extracted from Brivic’s Censuswide UK data http://www.britvic.com/media-centre/brand-news/2017/10-11-2017a
  2. The number of people in the UK going teetotal is growing. 20.9% of the UK adult population don’t drink at all, and over 5 million (1 in 4 drinkers) are looking to change their drinking habits. https://mindfuldrinkingfestival.com/media-stats/  
  3. In the UK, sales of low and non-alcoholic beer grew by 20.5% over the 12 months to July 2017. Heineken® 0.0 gives consumers choice for a variety of drinking occasions. It also contributes to the growing cultural trend around the importance of responsible alcohol consumption and living a balanced, healthy lifestyle. For more information visit: https://www.heineken.com/Heineken00
  4. A full press pack with everything you need for background, photos, facts and figures can be found here: https://mindfuldrinkingfestival.com/press, including what is Mindful Drinking?
  5. Club Soda is a mindful drinking movement that helps people change their drinking habits, whether they want to do a sober sprint, drink more mindfully, or go alcohol-free. Visit joinclubsoda.co.uk – we are available for quotes, case studies, information and advice for your articles all year round