Laura Willoughby MBE: To achieve a gold medal, low and no drinks must push the boundaries

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 Alternative Drinks edition, founder of Club Soda and IWSC judge, Laura Willoughby MBE shares what it takes for a low and no-alcohol drink to achieve gold medal status.

A Category in Evolution
"Each year, the quality of entries in the alternative drinks category continues to rise. To achieve a gold medal, a product must go beyond what's currently available - pushing the boundaries of the low and no alcohol space while delivering exceptional taste."

Beyond Imitation
"Gold winners set the bar by meeting consumer expectations for drinks that suit the occasion. This doesn't mean simply imitating alcoholic tipples; as this category matures, we're looking for drinks that stand out as unique offerings, crafted to excel in flavour, pair well with food, and fit seamlessly into any social setting."

Meeting Modern Expectations
"The modern consumer expects a refined, flavourful, and health-conscious experience, and our judging criteria reflect these demands. Gold medal winners must demonstrate innovation while maintaining the highest standards of taste and functionality."

Laura Willoughby MBE, Founder of Club Soda and IWSC judge, leads the world's largest mindful drinking movement. Named among Drinks Retailing's Top 100 most influential people and awarded an MBE for community service, she pioneered the UK's first Low & No Tasting Room. As a trusted voice in mindful drinking and winner of multiple industry accolades, she brings her extensive knowledge of alternative drinks and consumer trends to the IWSC judging panel.