Millie Gooch: Low & No drinks have to do more than just skip the booze

The IWSC judges are the industry's most influential voices, shaping global markets and driving brand success. From Master Distillers to Senior Buyers, from Head Sommeliers to Bar Directors, these leaders guide the world's top drinks establishments. Through our new Insider series, discover why their judgement is so trusted and gain exclusive insights from the experts themselves.

In this edition of IWSC Insider, Millie Gooch, writer, Low & No advocate and IWSC judge, talks about how the IWSC helps shape the emerging Low & No category.

Shaping the Low & No Future

"First, the Low & No category is still relatively new and evolving, which means it's full of potential but also needs clear direction to grow in the right way. By having trained judges rigorously tasting and evaluating these drinks, the IWSC helps set a bar for quality in a space where standards are still being defined. Low and no alcohol options have to do more than just skip the booze; they have to deliver on taste, complexity, and overall experience, or consumers just won't come back."

Meeting Consumer Demands

"Moreover, with the rising interest in mindful drinking, the stakes are high. People want non-alcoholic options that feel like a real experience rather than an afterthought, and IWSC judging ensures that." 

Driving Industry Excellence

"When a no or low-alcohol product wins a medal, it's a huge validation for that producer and signals to others that this is what great alcohol-free can look and taste like. These awards help consumers find drinks that are genuinely enjoyable and add to the industry's credibility in this area, pushing more brands to up their game and innovate."

Millie Gooch is a campaigner, writer, Founder of Sober Girl Society and IWSC judge for Low & No. A leading voice in the UK's sobriety movement, she authored "The Sober Girl Society Handbook" and received the Research Society on Alcoholism's Media Award for her contributions to alcohol-free living.