Press Release: The Festival For The Sober Curious!

Mindful Drinking Festival

Club Soda Mindful Drinking Festival

in association with Heineken® 0.0

Saturday 28th July

11 am to 6pm

Spitalfields Market, London, E1

Club Soda, the mindful drinking movement, are once again holding the world’s only festival in the world for the sober curious1 this summer.

The festival will give everyone the opportunity to taste the new wave of alcohol-free drinks hitting the market, including seven new alcohol-free spirits, seven alcohol-free beers, and a host of drinks invented by radical alchemists –  kombuchas, shrubs and elixirs.

The Mindful Drinking Festival in association with Heineken® 0.0 will feature over 40 brands looking to make a big hit with their alcohol-free drinks, and is expected to attract over 10,000 fans, from the sober curious and parents-to-be, to foodies and fitness fanatics. The festival meets a growing curiosity for healthier low and no-alcohol drinks.

The one-day Spitalfields-by-the-Sea themed celebration will also see a little bit of beach life at the famous East London market –  proving you can still enjoy every moment by choosing an alcohol-free option.

Heineken® 0.0 has been leading the charge in the low and no alcohol category and this has been driven by the great taste of the no-alcohol beer and the fact it only has 69 calories. Expect to taste the best zero proof drinks on the scene with craft beers, wines, spirits, lower-sugar sodas and infusions, and expert mixologists creating tasty concoctions. The event will also feature:

  • Music with sober ravers Morning Gloryville, and London’s best acoustic artists such as Jay Johnson and Polly Money
  • Beer tastings with a top beer sommelier
  • The Fever-Tree masterclass – how to mix the perfect alcohol-free gin or spirit
  • The UK’s first ever Quit Lit Festival, a chance to meet the new wave of authors writing about mindful drinking

Seven million people in the UK are sober curious1 and sales of low and no-alcohol drinks are at an all-time high2 thanks to brands like Heineken® 0.0. The product is a big hit with customers as we are a nation that has become more mindful and conscientious around our drinking habits. Heineken® 0.0 can be found in pubs and bars around the UK and is a bestseller in the new low and no-alcohol section in Tesco supermarkets.

Club Soda founders Laura Willoughby MBE and Dr Jussi Tolvi said:

The most common request we get is for ideas about what to drink instead of alcohol, so we decided to curate our favourites and create a festival for everyone!

“The festival is great for those going sugar-free, on a fitness regime, drinking more mindfully, or going alcohol-free. There are many reasons why people may want to swap out a few alcoholic drinks for something a bit healthier.

“This event will give everyone a chance to try newly released products and find a new favourite tipple. It is the only festival where only the glasses get smashed.”

Nic Casby, Heineken® UK Brand Director, says:

“We’re really proud to be leading the trend for alcohol-free drinks and to be a major part of this great festival. There is now more choice than ever, and the beauty is with Heineken® 0.0 now you can enjoy a beer at any time of day.

We know festival-goers will be delighted and surprised by the range of drinks on offer and they will have time to enjoy a moment with Heineken® 0.0 at our pop-up bar right in the heart of Shoreditch.”

Other sponsors include new alcohol-free gin Ceder’s who will be launching at the festival (, mixer giants Fever-Tree, and the UK’s most popular alcohol-free wine Eisberg.

The Club Soda Mindful Drinking Festival is hosted by Spitalfields Market on Saturday 28th July from 11am to 6pm.



Laura Willoughby MBE | | 07968708703


  1. The country is sober curious: Almost a fifth of UK drinkers say they are cutting down their drinking behaviors right now – that’s over 7 million people! (Source: Drinkaware monitor 2017)
  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, case studies, facts and figures can be found here: and pictures from last summer can be found here and are free to use.
  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. Club Soda is a mindful drinking movement that helps people change their drinking, whether they want to do a sober sprint, drink more mindfully, or go alcohol-free. Visit – we are available for quotes, case studies, information and advice for your articles all year round.



HEINEKEN® is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken®(R)® brand, the Group has a portfolio of more than 250 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business and delivers value for all stakeholders. HEINEKEN® has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 80,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN® has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY). Most recent information is available on HEINEKEN®(R)’s website: www.theHEINEKEN®(R) and follow us on Twitter via @HEINEKEN®(R)Corp.