How to make the most of the alcohol-free trend

By Nicholas Robinson contact

- Last updated on GMT

Alcohol-free: learn why it's an important category
Alcohol-free: learn why it's an important category
Alcohol-free is undeniably a rising trend in the on-trade, which operators must get to grips with or risk losing out to a growing audience of drinkers.

This year The Morning Advertiser ​(MA​) is partnering with mindful drinking organisation Club Soda to bring publicans the Mindful Drinking Christmas event in London.

Attendees will be armed with the latest insight, opinion and trends on alcohol-free drinking and products to use in their businesses.

‘A major part of the pub’s offer’

MA ​editor Ed Bedington, who will be speaking at the event, said: “Just a few years ago many in the trade brushed aside talk of alcohol-free becoming a major part of the pub’s offer.

“But, with one fifth of adults in the UK claiming to be teetotal, this is a trend that needs to be taken seriously and operators must consider what they are offering to this important segment of consumers.”

Other speakers include Big Drop Brewing Co’s Rob Fink, London Night Time Czar Amy Lamé, Draft House founder Charlie McVeigh and Laura Willoughby MBE of Club Soda, among many others.

‘New dietary and health trends’

Willoughby 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 event, in association with Heineken, will be hosted at Patisserie Valerie this Friday (24 November) on 37 Brushfield Street, London, and is free to attend.

The Even starts at 10am. Click here to register your place.

Speakers and topics:

Speaker:

Topic:

Ed Bedington, MA

Setting the market context

Laura Willoughby, Club Soda

What the new diet/drinking trends tell us

Ounal Bailey, Wisehead Productions

Insights from the drinks industry

Rob Fink, Big Drop Brewing Co

How brewing alcohol-free beer has changed

Charlie McVeigh, The Draft House

Why low-and no-alcohol drinks should match your brand and why they are important

Anthony Pender, BII and Yummy Pubs

Why low and no is important to the future of pubs

Q&A

Your chance to ask questions

Festival tasting, hosted by Laura

A tasting of what's on the market

Related topics: Soft & Hot Drinks

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