Backing the Future of Drinks: Club Soda

The UK’s no low alcohol market is now worth over £400 million at retail and growing at 5–7% year-on-year, while globally the category is valued at more than $13 billion and projected to grow at 7% annually through to 2028. Generation Z is leading the charge: 26% of 16–24 year olds in the UK are now teetotal, up from 18% in 2005, and an estimated 37% of UK adults are actively trying to moderate their alcohol intake. Culture is shifting. Drinking is being redefined.

At Infinity Blue Group, we believe the brands best placed to grow are those connected to the right conversations, the right infrastructure, and the right partners. That’s why our Gold Sponsorship of Club Soda’s No, Low & Mid-Strength Summit (Europe’s largest dedicated no/low event) is about more than visibility. It’s a statement of where we see the category heading, and how we intend to help our clients lead it.

Why Club Soda Matters for UK No Low Alcohol Brands

Founded by Laura Willoughby MBE, Club Soda is the UK’s leading mindful drinking organisation, a social enterprise with a clear mission: to change drinking culture for good. With over 40,000 consumer members, a world-first alcohol-free Tasting Room in Covent Garden attracting around 50,000 visitors every year, and free online courses for professionals across the drinks sector, Club Soda sits at the intersection of consumer behaviour and commercial opportunity.

This isn’t a campaign. It’s a movement, and one with serious commercial momentum behind it. When 75% of UK on-trade venues now stock at least one no low alcohol option (up from under 50% five years ago), and major retailers like Waitrose and Tesco are reporting double-digit growth in the category year-on-year, the infrastructure question becomes critical. Brands need to know how to get on the shelf, into the right venues, and in front of the right buyers. That’s where the NLM Summit comes in.

781 Meetings. One Clear Direction of Travel.

The London No, Low & Mid-Strength Summit is designed to make no low alcohol drinks easier to list, easier to sell, and easier to choose. At the most recent edition, 350 brands and industry supporters came together for a two-day event that generated 781 buyer meetings, connecting brands directly with retailers, venues, distributors and wholesalers. That alone is a remarkable number, representing hundreds of real commercial conversations that simply wouldn’t have happened otherwise.

But the summit was more than matchmaking. Seven practical masterclasses covered everything from exporting and routes to market through to branding, PR, trademarking and product development. Three focused mini-summits explored functional drinks, the future of wine, and mid-strength. Ten forward-looking sessions mapped what’s next for the category. And eleven growth and export experts(including Infinity Blue Group) offered one-to-one support to attending brands.

Infinity Blue Group’s own Commercial Lead, Jason Harros, delivered a presentation developed in partnership with the Department for Business and Trade: a US Market Entry Playbook for no/low brands, covering the US market opportunity (projected to surpass $5 billion by 2028), co-packing and manufacturing strategy, regulatory compliance, and how to navigate retail channels including Amazon, Walmart and Total Wine. Across the two days, our team held 25+ brand consultations, generating active leads and connections that continued well beyond the conference itself.

The Opportunity Beyond the Conference Walls

The no low alcohol category is no longer on the fringes. Dry January alone now involves an estimated 9 million adults in England, while the sober-curious movement has generated over 500 million views on TikTok and given rise to a wave of aspirational, lifestyle-led brands. Consumer mindset has shifted decisively,  from ‘what I’m not drinking’ to ‘what I am choosing.’ Brands like Lucky Saint, Athletic Brewing, and Seedlip have shown that alcohol-free doesn’t mean compromise.

Functional drinks are accelerating this further. 42% of UK adults who buy no low alcohol products now want them to do something more (relaxation, focus, energy, gut health). Brands at the intersection of no low alcohol and functional are among the most commercially interesting in the category right now. It’s a space we’re watching closely, and one where the brands we work with are increasingly competing.

For brand founders and commercial teams thinking about growth, the lesson from the NLM Summit is straightforward: the infrastructure of this category is being built right now. The buyer relationships, the export pathways, the retail partnerships,  these are being formed at events like this one, and the brands that show up with the right support around them are the ones that will move fastest.

Growth Support for UK No Low Alcohol Brands

Infinity Blue Group’s sponsorship of the NLM Summit is a reflection of how we work,  embedded in the category, connected to the conversations that matter, and focused on delivering real-world market access for the brands we partner with. Whether that’s through our Walmart Strategic Partnership, our Amazon and marketplace expertise, our DTC and digital commerce capabilities, or our on-the-ground presence across the UK, US, Australia, South Africa, and Europe, our goal is always the same: to help ambitious brands grow faster and smarter.

The no low alcohol category is one of the most exciting growth opportunities in consumer goods right now. We’re proud to support Club Soda’s mission to make it more visible, more accessible, and more commercially viable,  because when these drinks are easier to find and easier to choose, the whole category wins.

If you’re a no low alcohol brand looking to scale, we’d love to talk.

Get in touch with the Infinity Blue Group team to find out how we can support your growth.