Sam Cooklin-Smith is one of the UK drinks industry’s leading voices in the rapidly growing No & Low alcohol category. As Co-Founder of Kore Drinks, a specialist distributor focused on premium low and no alcohol beverages, Sam works closely with producers, hospitality venues, retailers, and drinks buyers to help build commercially successful alcohol-free beverage programs. His expertise spans alcohol-free wines, spirits, RTDs, sparkling teas, and functional drinks, giving him a deep understanding of the trends shaping mindful drinking and modern consumer preferences.

With more than 14 years of experience across the drinks industry, Sam has worked throughout the beverage supply chain, from wineries in Australia to portfolio development and commercial strategy within the UK market. His work has focused heavily on helping hospitality operators and retailers position No & Low products successfully, with a strong emphasis on menu design, pricing strategy, consumer behaviour, and premiumisation in alcohol-free offerings.

As a judge at the London Wine Competition, Sam brings specialist expertise in the No & Low alcohol category, evaluating products through both a quality and commercial lens. With hands-on experience in alcohol-free wine and beverage development, he assesses entries based on quality, value, packaging, and market readiness, helping identify products that resonate with today’s increasingly mindful and moderation-focused consumers.