More Alcohol Free Options to Feature at 2024 Event
The annual LIVE Awards, in association with Skiddle, which take place on December 11th at The Troxy in London, have announced a new partnership with Club Soda, the global movement which aims to help people drink mindfully and live well. Founded by Laura Willoughby in 2015, Club Soda is the leading voice of the mindful drinking movement. Renowned experts in low and alcohol-free drinks, they operate a specialist store in Covent Garden. Additionally, they offer free Mindful Drinking courses to professionals in the drinks industry through The Drinks Trust. As part of this new initiative, The LIVE Awards will allocate a quarter of its drinks budget to low or alcohol-free beverages.
This will include making available alcohol free choices during the pre-drinks reception, on individual tables during the ceremony, and during the afterparty which will include beer, wine and cocktails. LIVE is committed to championing Drinks for Everyone, ensuring equality of experience at every event. Building on Club Sodas research, which reveals 61% of event organisers report growing demand for non-alcoholic drinks, LIVE recognises low and no-alcohol options as essential to fostering diversity, equality, and inclusion at all events. Laura Willoughby, Founder of Club Soda said, “With 74% of UK adults now moderating their drinking, it’s clear: every venue needs a lineup that offers more than just alcohol. Customers want options that let them pace themselves and stay included in the fun! We are thrilled to team up with groundbreaking alcohol-free brands like Everleaf, Nuwave, and Noughty to showcase what a truly exciting alcohol-free offering looks like.
At this event, everyone gets to enjoy real choice—ensuring they have an amazing night, their way. This bar line-up definitely hits the right note!” Gaby Cartwright, Head of Partnerships - LIVE & The LIVE Awards said, “LIVE has long been an admirer of the important work that Club Soda do in helping people make choices about their alcohol consumption and wellbeing. This partnership will give us an opportunity to support them in a very practical way and to introduce the attendees at this year’s LIVE Awards to a range of specially curated alcohol free options.”
The LIVE Awards 2024 will welcome over 600 guests from across the live music sector including promoters, venues, agents, festivals, artist managers and more. As LIVE’s primary annual fundraising event, all proceeds from the awards will go towards directly supporting the organisation’s ongoing work engaging government on a range of sector critical issues and will help support our members to meet their sustainability goals while fostering a more diverse, equitable and inclusive working environment (more info here) The last remaining tickets for the LIVE Awards 2024 can be purchased here A limited amount of sponsorship opportunities are still available for this year’s LIVE Awards and interested parties should contact Gaby Cartwright on Gaby@livemusic.biz for more information.
