Beyond Moderation: A Creative and Commercial Re-Think of No & Low

To sponsor this seminar, choose one of our Annual Education Underwriting levels and add it to your cart. For more information about the different Annual Education Underwriting levels, click the link or continue to the bottom of the page.

The no and low category is now established, yet many brands and venue operators still treat it as a secondary concern framed around moderation rather than as part of a wider drinks ecosystem. This session will examine ten common industry misconceptions that are limiting growth and guest uptake. We will challenge the notion that non alc drinks are a threat to the alcohol industry and discuss issues such as the belief that non-alcoholic drinks sit outside core menu strategy, and that non-alcoholic serves deliver weaker commercial returns. Supporting our argument we will present examples and data from the UK where integrated menus are already generating significant revenue. The session is not about promoting abstinence. It is about understanding how guests choose and why emotional resonance and storytelling is just as important in no and low as in any other category. We will explore the shift from mimicry products toward standalone identities, and the role that menu hierarchy, naming, visibility and serve strategy can play in improving outcomes. Attendees will leave with ten practical learnings to apply to their own menus and a clearer sense of how no and low can sit as part of a coherent, joined-up drinks offer.

Speakers:
Bob Conwell
Imme Ermgassen

Logistics & Details

Seminars will be hosted at the Ritz-Carlton, New Orleans and will range from 60-90 minutes. Brands will receive logo placement on the TOTC2025 agenda and signage and have the opportunity to have their product served during their sponsored seminar.

Seminar sponsorships are responsible for the underwriting of the spirits served and will be ordered through the Foundation.

Following May 18th, 2026, all confirmed partnerships will incur a 5% late fee (included in total at checkout) and payment is required in full by credit card.

Seminar Sponsorships - Annual Education Underwriting

The new Annual Education Underwriting model invites brands to support the TOTCF Education program year-round through a holistic lens, opening up opportunities beyond sponsoring seminars during the week of Tales of the Cocktail.

To sponsor this seminar, choose one of our Annual Education Underwriting levels and add it to your cart. To sponsor just 1 seminar, we recommend the Builder Level. To sponsor 2+ seminars and receive even more benefits, you can take advantage of our Mentor Level, Innovator Level, or Leader Level opportunities.