Low, Light & Alcohol-Free Summit to take place in September

By Gary Lloyd

- Last updated on GMT

Low, Light & Alcohol-Free Summit to take place in September 2024

Related tags The Low & No Project LowNoProject Laura Willoughby low2no

The trend is growing for drinking less alcohol, according to Laura Willoughby MBE, who will be talking more about the subject at the inaugural brand-led conference called the Low, Light & Alcohol-Free Summit 2024.

The seminar is being organised by Willoughby’s mindful drinking movement Club Soda and promises to have an inspiring agenda of panels and discussions dedicated to boosting the low & no alcohol industry.

The event is taking place at the Coin Street Neighbourhood Centre in Waterloo, London, on Tuesday 10 September, and is designed for collaboration and identifying priority actions for the sector’s growth. Established brands will be aided in tackling ongoing barriers to wider adoption of low, light and alcohol-free drinks, while also supporting new entrants to the market.

No one talked about drinking habits

Club Soda has been spearheading the low and alcohol-free movement since 2015, supporting brands through research, consumer-facing events and industry education.

It said the summit is an exciting next step in boosting the movement, with an inspiring brand-built agenda and support from headline sponsor PB Creative, a global branding agency committed to creating living, breathing brands with their own story and style.


Club Soda founder and conference chair Willoughby said: “When I started Club Soda nearly a decade ago, no one talked about their drinking habits – now I overhear conversations everywhere.

“Drinking less is changing the definition of youth and ageing, and the trend is growing. It complements diet and fitness goals as well as underpinning our mental wellness.”

Mainstream trend 

She continued: “This summit is about looking at the barriers still in the way of the low & no category, how shared experiences are enhanced by great drinks and teaching everyone that drinking better is possible.”

PB Creative head of business development Frankie Guzi added: “The low & no category is a hotbed of innovation with some incredible developments in the past few years; it’s an exciting time for the sector.” 

Last week, Willoughby – who was writing exclusively for The Morning Advertiser​’s The Low & No Project​ – said people who are moderating their drinking of alcohol has become a mainstream trend.

She added the methods people are using to make this possible include making weekdays alcohol-free, drinking less when they are out, those who are not drinking in a group are choosing the venue to go to and non-drinkers want to feel fully included and have an equality of experience.

Related topics Soft & Hot Drinks

Related news

Show more