Low & No 2021: Virtual Conference
DAY 1|30th March 2021
DAY 2|31st March 2021
9:00 am Post-pandemic shopping: An insight into how Covid-19 has influenced consumer habits
- The rise of Low & No – Tracking the consumer journey to map, identify and influence your consumers
- Experience led shopping – ensuring a strong strategy is in place to track consumer behaviour
- Disruptive technologies – what’s new and what changes are we likely to see with new technologies
- Key trends for the future in the low and no sector

Bill Shufelt
CEO
Athletic Brewing
9:30 am Overcoming negative media coverage: How stigma and propaganda affects business and customer trust
- Engaging in a more effective communication strategy to improve consumer trust
- Data misrepresentation: reversing negative media to win back sceptical consumers
- Demonstrating the wellness of your product to the general population
- Dealing with the lack of knowledge and understanding from influencers that can affect the industry
Reserved for vendor
10:00 am Educating the consumer – understanding how much your consumer understands about the benefits of low & no
- What do people understand about low & no – do they think about the health and wellness?
- Using your packaging as an opportunity to educate consumers about the advantages of low and no
- Dull is boring – finding new, fun ways of getting your message to the consumers to ensure the right message is conveyed
- Ensuring the information is consistent and attractive to increase knowledge and awareness

Laura Willoughby
Co-Founder
Club Soda
10:30 am Break
10:40 am PANEL: Innovation versus imitation- what will consumers find more interesting in the long-term

Dash Lilley
Co-Founder
Three Spirit

Paul Mathew
Founder
Everleaf drinks
11:10 am Launching a global brand and introducing your product in other countries
- Global vs local – managing shopper insights to understand cultural differences
- Assessing market trends and growth outside of the UK
- Understanding the current marketing and advertising regulations in other countries to ensure you are fully compliant
- Incorporating omni-channel marketing techniques to offer customers more

Rob Fink
Founder
Big Drop Brewing
11:40 am Positive positioning: launching your brand at the right time to the right audience
- Diving into the mindset of your audience to provide genuine value
- Keeping ahead of the game – understanding your target group
- Utilising insights to enhance consumer experience
- Leveraging your brand’s know how to meet customer’s expectations

Morten Sørensen
Founder and CEO
GinISH
12:10 pm Purpose and power: Leveraging sports partnerships to promote your brand
- Utilising talent and ambassadors to raise awareness (finding the right partners who believe in the campaign)
- Creating a movement to promote smart drinking (build community, engage)

Amar Singh
Senior Brand Manager
Budweiser Europe, AB InBev
12:40 pm Shopper brain – how bright lights and interesting designs attract shoppers in-store
- Using the latest innovative technological knowledge to understand the shopper
- Ensuring your product is not compromised when implementing new solutions and enhancing shopper experience
- Meeting the expectations of millennials and preparing for generation Z
- Diving into the shopper’s mindset to determine which behaviours influence their shopping journey

Philip Coverdale
Head of Consulting
GlobalData Consumer
1:10 pm Lunch Break
1:30 pm Panel Discussion: Psychology of low and no – understanding the evolution of the drinking behaviour

Laura Willoughby
Co-Founder
Club Soda
2:00 pm E-commerce pivot: sharing big e-commerce platform’s effort in promoting your product
- Discovering innovative solutions to connect with your consumers online
- Aligning traditional retail framework and ways of working to your brand’s ambition
- Highlighting the key challenges faced with online shopping and delivery
- Executing a direct to customer strategy that works with your company’s goals
- Next steps: creating brand loyalty with consumers online
Reserved for vendor
2:30 pm Post-COVID reality: Hometainment & new experiential consumer
- Pivoting your proposition for the post-COVID consumers
- Bringing cocktail culture home with RTD Bespoke solutions
- Wellness redefined
- Engagement through inspiration and digital support

Kamila Laura Sitwell
Co-Founder
Kolibri Drinks
3:00 pm Break
3:10 pm YOLO: why NOLO is more popular amongst younger adults
- Promoting health and wellness through your brand that appeals to the younger audience
- Working on partnership to raise awareness of the health benefits for low and no
- Getting creative online – reaching out to consumers
- Improving visibility and awareness

Luke Boase
Founder
Lucky Saint
3:40 pm Regulation update: an overview of the current legal landscape
- Understanding the regulations to have the ability to conduct business in current legal haze
- Avoiding misinformation by ensuring a consistent knowledge of current legislations
- Developing future marketing and advertising for your low and no products while maintaining compliancy

Matt Lambert
Chief Executive
Portman Group
4:10 pm Plug and Play; How category aligned drinks are the key driver to future growth and success of No/Lo
- Promoting and understanding the challenges
- Ritual and Repitoire, the importance of familiarity
- Operational and simplicity for trade and consumer
- Inclusivity with friends and growth of mindful consumption
- Rise of the without – Meat free / Sugar Free / Dairy Free

Alex Carlton
CEO & Founder
Stryyk
4:40 pm Happy hour: Creating the ultimate customer experience for on and off-trade beverages
- An insight into how Caleño looks to create a positive/joyful experience across all channels for its customers and within this category

Ellie Webb
Founder
Caleño
5:10 pm Chair’s summary and close of conference
9:00 am ROUNDTABLE: Overcoming contamination through correct testing procedures Reserved for vendor
9:30 am ROUNDTABLE: The rise of the Dry Bar – is this the new trend? Reserved for vendor
10:00 am Panel Discussion: Offering premium products through high-quality ingredients

Paul Mathew
Founder
Everleaf drinks
10:40 am Reinventing LAB with no compromises

Henrik Åström
CMO
Spendrups
11:10 am Sustainability: Proving better solutions for the planet as an industry
- Elevating your products to consumers to highlight the importance of a circular economy
- Assessing your packaging materials for better solutions and adhering to sustainability legislation
- Designing, testing and developing products to make it easier to recycle and close the loop
- Getting your message across to consumers to elevate your brand

Ben Branson
Founder
Seedlip
11:40 am Andalou Efes Case Study: Non-alcoholic beer in the post-covid world
- Leveraging health and hygiene trends on the global markets
- Innovating around package design
- Improving taste and experience for the customer

Oleg Vasilenko
Commercial Excellence Director
Andalou Efes
12:10 pm Avoiding contamination in low alcoholic beverages
- Meeting high standards of quality through good manufacturing practices
- Ensuring products are delicious and fit for purpose through rigorous testing
- Gaining a thorough understanding of manufacturing legislation
Reserved for vendor
12:40 pm Meeting supply and demand: understanding consumers behaviour
- Consumer behaviour analytics- How to culture a product towards your audience’s purchasing and behaviours
- Consistent consumer experience: touch, feel, and delivery
- Navigating the global landscape and understanding which products work well and how to capitalise on growing markets

Craig Hutchison
Co-Founder and Managing Director
Ceder's Gin
1:10 pm Lunch and networking
1:30 pm Raising the (complexity) bar - why no & low needs to aim high to be taken seriously
- How no & low must be more than just an alternative to alcohol
- Why abstainers are only a fraction of our audience
- How can we ensure longevity of the category

Paul Mathew
Founder
Everleaf drinks
2:00 pm Aperitvo Culture & Connection

Claire Warner
Co-Founder
Aecorn Aperitifs
2:30 pm Offering premium packaging without the premium price tag
- Taking your packaging over and beyond with unique designs to make consumers love the packaging as much as the product
- Adapting packaging to certain age groups and geographic relevance
- Being creative with waste reduction: thinking outside the plastic package for waste reduction
- Setting your product apart through sustainable packaging

Eugenio Muraro
Founder & CEO
MeMento
3:00 pm Break
3:10 pm Exploring CBD as an alcohol substitute for low and no beverages
- Working with the CBD taste to create new and unique experiences
- Understanding your target audience and meeting their demands
- Lessons from across the pond – the success of CBD drinks in the US
- Promoting the health and wellness whilst maintaining compliant

Rebekah Hall
CEO
South West Brands Ltd
3:40 pm Catching up with the rest – gaining buy-in for wine drinkers
- Gaining trust from the public through a well-educated marketing strategy
- Finding the right balance between taste and ABV
- Lessons learnt from European consumers

David Begg
Founder
REAL Sparkling Fermented Tea
4:10 pm The Non Alc Consumer
With 60% of consumers drinking both full-strength and No & Low-alcohol products in the same occasion and the No & Low-alcohol category on Amazon doubling since the start of December, consumers are gravitating towards No & Low products more than ever before.
· Who is the non-alc consumer?
· How and where are consumers purchasing?
· What are the drinking and why?
· How are consumers discovering new brands?
· Are they more open to experimentation in both brands and serve?

Gareth Bath
Managing Director
Distill Ventures
4:40 pm Chair’s summary and close of conference
SPONSORSHIP ENQUIRIES
To enquire about sponsorship opportunities for the conference, please contact:
Valentin Gerasimuk
Head of Sponsorship
E: Valentin.Gerasimuk@arena-international.com
SPEAKING ENQUIRIES
The Low & No Beverages programme is written in collaboration with industry, if you have a case study, idea or just a comment, please contact:
Lu Tikrity
Programme Director
T: 0161 359 5349
E: lu.tikrity@arena-international.com