Clear Intentions: Laura Willoughby on Club Soda, Changing Culture, and the Future of Drinking

In Conversation with Tom Owtram

Ten years ago, alcohol-free options were almost non-existent. Today, they’re part of a global movement - one that’s redefining how we socialise, how hospitality operates, and how brands measure success. At the heart of this shift is Laura Willoughby MBE, co-founder of Club Soda: the mindful drinking movement that has grown from grassroots beginnings into a thriving Tasting Room, Bar and Shop in central London.

With a background in politics and campaigning, Laura has combined personal experience with advocacy and entrepreneurship to change drinking culture at scale. In this conversation, she reflects on Club Soda’s first decade, the evolving language of moderation, and what it means to create a future where choice, inclusivity and joy shape the way we come together.

A decade of change

Club Soda recently marked its 10th anniversary - what’s shifted most since you began?

When we launched Club Soda in 2015, there were no alcohol-free options on the shelves. Two years later, that changed dramatically, and we witnessed the beginning of a seismic shift - not just in the UK, but globally. Thousands of alcohol-free beers, wines, and spirits now exist, forming a genuine growth category.

It’s been incredible to see this new way of socialising emerge, built on inclusivity and choice. And though it can feel noisy to those of us in the thick of it, we must remember this is still just the beginning - which is incredibly exciting.

A personal turning point

Your personal story is often part of how people discover Club Soda. What sparked your decision to reimagine your relationship with alcohol?

My background is in politics and campaigning - a world fuelled by cheap wine at endless events. But I drank too much, and it caught up with me, especially when I found myself in a job I didn’t enjoy, where my values weren’t aligned.

My father died as a result of alcohol misuse, and I saw where my own path was heading. Booking a workshop gave me the space to think differently, and being around others making the same choice helped.

Once I stopped drinking, I felt energised - like I’d been living at half-capacity. Reconnecting with my values was the biggest outcome. It wasn’t just about quitting alcohol; it was about getting back to creating meaningful change.

Advocacy and business

Club Soda has evolved into something bigger than advocacy. What does it mean to now run a brand that’s also a business?

To me, Club Soda is still an advocacy organisation. Our Tasting Room exists to elevate the sector - it’s a space to educate, showcase brands, and influence the industry. We’re not aiming to become a large retailer or distributor.

Our mission is to ensure good choices are available wherever alcohol is served, not just in dedicated alcohol-free spaces. We’re focused on systems change - helping venues, brands, and consumers work together to remove barriers and create a more inclusive social experience.

Creating a cultural space

The Tasting Room feels more like a cultural hub than a shop. How intentional was that?

It was entirely intentional. We raised £30,000 from the community to make the space feel collaborative and welcoming from the start. It’s not just about selling bottles - it’s a venue for training, tastings, and industry meet-ups.

It’s become a home for the low-and-no category, where brands can connect with distributors and buyers. It’s educational, collaborative, and community-led. And it wouldn’t exist without the support of the brands that contribute to it.

Shifting language and attitudes

How do you see language and attitudes around moderation evolving?

Terms like “sober” or “alcohol-free” are clear identity markers, but moderation is more fluid and harder to define. It means different things to different people, and most wouldn’t call themselves “moderators.”

The real growth is in people cutting down in subtle, personalised ways. Mid-strength drinks are key here - they allow people to lower alcohol consumption without taking an all-or-nothing stance.

The more we reflect this nuance in language and offerings, the more empowered people feel to make decisions that suit them - without shame or explanation.

Signs of progress

The drinks landscape has changed rapidly. What’s encouraged you most?

One sign is that people now expect alcohol-free beers to taste good, and they’re asking about wines - a category that’s improving rapidly. Spirits have evolved too, and mood-enhancing drinks are gaining traction.

But perhaps most encouraging is the cultural shift: pressuring someone to drink is increasingly seen as unacceptable. Alcohol-free options are becoming normalised, empowering people to make mindful choices. Visibility sets the tone for inclusion.

Hospitality and inclusion

Is hospitality keeping pace with the mindful drinking movement?

There’s been progress, but there’s still a long way to go. Restaurants often lack thoughtful alcohol-free pairings, and wholesalers remain gatekeepers who resist carrying slower-moving products.

What I’d love to see is deeper integration of low-and-no options - not treated as an afterthought but woven into the full dining experience. That means distributors expanding catalogues, caterers offering equal pairings, and staff trained to talk confidently about these drinks.

This isn’t a niche anymore. It’s a demographic shift. People deserve an equal experience, whether they’re not drinking for the night or for life.

Staying true to values

Club Soda now plays multiple roles. How do you stay grounded in your values?

It’s not always easy. Like any business, we need to pay staff and keep the lights on. But reciprocity is built into our model. We try to be generous, even when resources are tight, and constantly check that what we do aligns with our values.

We focus on what we do best - research and advocacy - and stay connected to the needs of venues, brands, and consumers. That feedback loop helps ensure we’re doing meaningful work that supports the category’s growth.

Rewriting the script

If you could write a new social script for drinking, what would it sound like?

It would be about equality of experience. Care would go into what’s served, for everyone. Whether someone is driving, pregnant, training, or simply choosing not to drink, they’d have something thoughtful in their glass.

And as for who’s at the table? Friends. We give alcohol too much credit for good times, and underestimate the joy of being with people we love. That’s the real magic.

Joy in the everyday

Finally, what’s bringing you joy right now?

Spending time with friends - playing mahjong, swimming - has brought me a lot of joy. I’ve been making more time for myself and stepping back from overworking.

And honestly? Really good tea makes me happy. I have new oolongs and senchas at home - small pleasures that bring calm and delight. Believe it or not, I never drank tea until after I gave up alcohol!