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At the Club Soda No, Low and Mid-Strength Summit, which took place on 6-7 October at Coin Street Neighbourhood Centre, Southwark, London, the MP delivered a speech via video in which he hailed the sector.
Morgan, who was appointed Parliamentary Under-Secretary of State at the Department for Environment, Food and Rural Affairs (DEFRA) in July said: “This summit demonstrates how the UK remains an exciting and important hub for the sector.
“As the minister responsible for food and drink, I take great pride in that. This Government wholeheartedly recognises the contribution the no and low alcohol sector makes to our nation’s economy.
Rapidly developing market
“Founders, buyers, retailers and investors are leading the way in one of the UK’s most rapidly developing and innovative drinks markets. The growth we have seen in recent years shows significant promise, with the sector projected to grow by 7% a year between 2024 and 2028.
“Growing demand, alongside developments in technology, present a real opportunity to support brands as they grow and innovate, improving the visibility, range, and quality of no-low drinks on the UK market.
“I want to reiterate this Government’s support for this thriving market and I look forward to seeing what the sector achieves next.”
Club Soda founder Laura Willoughby MBE said of the talk by Morgan: “I know it might feel quite small but that’s the first time we’ve ever had a minister engage with this sector, talk positively about it, recognise its size, and talk about its future and the role that it has in the future of policy.
A seat around the table
“To finally begin to get a seat around the table where we’ve got the voice of ministers is really important and I feel this video and the conversations we’re having are a step change.”
Willoughby also stressed low, no and mid-strength drinks are “social inclusion in a bottle, part of the hospitality experience, a driver of economic growth and a category that can help deliver Government policy ambitions”.
She added: “This sector deserves recognition from the Government, and society as a whole, so the minister’s address is a welcome sign that its importance is being recognised.
“The UK was the hotbed of innovation in this category and first in the world – something the minister confirmed.”
