In this webinar, Ankita Okate, Chief Growth Officer at Beverage Trade Network, is joined by Irem Eren, Low and No Alcohol Expert at the London Competitions, to discuss the rapid evolution of the low and no alcohol category.

Irem explains how the segment has moved beyond the sober curious phase and is now driven by consumers who see moderation as a long term lifestyle choice. The discussion highlights two core audiences shaping growth today: the sober curious, who are exploring alternatives, and mature low and no alcohol consumers, who are loyal, discerning, and value authenticity and purpose.

The webinar also focuses on how wineries and producers can position themselves to win UK distribution. Irem outlines three essential pillars to assess before entering a new market: regulatory feasibility, market maturity, and distribution readiness.

Finally, the conversation addresses the realities of distribution. Distributors are increasingly selective and evaluate brand identity, pricing and positioning, taste and product stability, quality consistency, regulatory compliance, activation support, and the ability to educate trade and service teams.