Never Miss a Sale – How to Make the Most of the Alcohol-Free Trend

Friday 24th November

Brunch: 10am – 12 noon

Sponsored by Thomas and Evans No:1 and The British Beer and Pub Association.

Club Soda, the Mindful Drinking Movement, are running an on-trade seminar as part of their next Mindful Drinking Festival. They will share insight gained from customers and venues as part of developing Club Soda Guide, their pub and bar guide for Mindful Drinkers. In 2018, with the support of the City of London, they will be extending the Guide to include more venues, including restaurants, hotels and bottle shops.

Through their conversations with over 400 pubs and bars, and 5,000 customers, Club Soda have gained an insight into what customers want, and how pubs can make sure they stock the right products and know how to sell them. After all, there is no money to be made from tapwater!

At this brunch with Thomas and Evans No:1, The British Beer and Pub Association and The City of London, owner and managers of pubs, bars and restaurants will be given unique insights into the growing alcohol-free drinks market:

  • why drinks producers are racing to market with new 0% products.
  • why alcohol-free drinks now taste better than before.
  • what questions customers ask about the new wave of alcohol-free drinks.
  • when and how to upsell an alcohol-free drink to boost your profits.

Attendees can then taste some of the best drinks on the market, curated by Club Soda for their two-day Mindful Drinking Christmas Festival at Spitalfields Market.


Ed Bedington – the Morning Advertiser

Ounal Bailey – Wisehead Productions

Rob Fink – Big Drop Brewing Co.

Laura Willoughby MBE – Club Soda

Amy Lamé – London’s Night Time Czar [invited]

Anthony Pender – British Institute of Innkeepers and co-founder of Yummy Pubs

Charlie McVeigh – Founder, The Draft House, 5-star venues on The Club Soda Guide.

Club Soda co-founder Laura Willoughby MBE said:

“Venues are getting better and adapting to new dietary and health trends, but they are still slow on the uptake when it comes to low alcohol and alcohol-free drinks. Yet next to water, an alcohol-free beer is the healthiest thing you can drink in a pub.

“The options available now taste amazing. No customer should need to suffer a lime and soda when they can have a premium alcohol-free drink. It just makes business sense, from a customer service point of view and financially too.”


The Club Soda Mindful Christmas Drinking Festival in association with Heineken 0.0 will be hosted by Old Spitalfields Market on Friday 24th November from 12 noon to 8pm, and Saturday 25th November from 12 noon to 6pm.




Laura Willoughby MBE | | 07968708703



  1. 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.
  2. In the UK, sales of low and non-alcoholic beer grew by 20.5% over the 12 months to July 2017.
  3. A full press pack with everything you need for background, photos, facts and figures can be found here:
  4. What is Mindful Drinking? Hell, we are not stick in the muds! You could be on a diet, cutting down on booze, or just not drinking tonight, but still want to have something nice to pair with your meal.
  5. Thomas & Evans No.1 is a refreshing and lightly sparkling non-alcoholic drink. It is crafted with over 20 ingredients, including green fruit juices filtered through silver birch charcoal, and steam-distilled botanicals including apple, elderflower, citrus peel and oak tincture. It is the perfect alternative to a fine white wine or aperitif.

6. 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 and – we are available for quotes, case studies, information and advice for your articles all year round.