Nearly 80 alcohol-free brands, suppliers and drinks experts have urged health minister Andrew Gwynne MP to take swift action on outdated alcohol-free drink descriptors.
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Ten years on from the founding of both Club Soda and Seedlip, Jo Gilbert takes the temperature of the game-changing low & no category.
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Club Soda has teamed up with market research agency The Mix Global to launch the industry report ‘Free Spirited: Demystifying the audiences of alcohol-free’.
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For a long time, alcohol’s advertising regulations have been clear. Led by the CAP and BCAP codes for broadcast and non-broadcast media, ASA rulings and the Portman Group’s Code of Conduct, advertising of licensed and age-restricted products in the UK should not incite people to adopt styles of drinking that are unwise, target under 18s or encourage excessive drinking. Ads cannot be portrayed as mood boosting or therapeutic, either – something Brewdog discovered when it tried to market its hard seltzer cans with a wink and a nod to industry watchdogs.
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