Parched 2025 - No & Low Trade & Press Tasting

We are delighted to invite you to Parched, a game-changing no and low alcohol drinks tasting from Tom Surgey. This is a celebration of great drinks, great hospitality and great flavour - simply without the alcohol.

Parched is London's benchmark no and low drinks tasting for the trade featuring a walkaround tasting of the most exciting no and low brands available in the UK. An opportunity to fully immerse yourself in the no and low landscape, fully understand the diverse categories and cutting-edge products that make this the most exciting space in food and drink today.

Parched features masterclasses from experts and live demos (details to follow) to inspire you in how to select, serve and communicate about no and low.

You will be able to taste WINE - BEER - TEA - KOMBUCHA - SPIRITS - SOFT DRINKS. Brands currently signed up include:

Headline sponsors:

• BOLLE
• Freed From
  
  Plus:

- Athletic Brewing Co

- Babylonstoren

- Botivo

- Caleño Drinks

- Copenhagen Sparkling Tea

- Darling Cellars

- DioniLife

-Eisberg

- Everleaf

- Firebrand Brewing Co

- Jukes Cordialities

- Kahlo Spirits

- KORE Drinks

- Myth
- NIETS Co.

- NO + (F)LOW Brands Co

- Nolia
- Pollen Projects

- Saicho Sparkling Tea

- Sentia Spirits

- Substance/s Sparkling Teas

- Torres Natureo

- Wild Life Botanicals

- PLUS MORE TO BE ANNOUNCED

As well as the cocktail lounge and beer wall there will also be two masterclasses:

Masterclass 1
Timings: 13:30 - 14:10
Why No & Low? Why Now? with Tom Surgey
Tom Surgey (founder of Parched) is excited to introduce you to extraordinary non-alcoholic drinks experiences through Parched. In this session, Tom sets the scene for why No & Low is the most exciting category in drinks right now. He will discuss the challenges and opportunities the sector brings for all areas of the trade, give his insight into how the trade can make the most of the category both creatively and commercially, and what great non-alcoholic drinking experiences actually look, taste and feel like. Tom will lead guests through six diverse examples of pioneering non-alcoholic drinks during the session looking at what's happening today, and crucially, where the category is going.

Masterclass 2
15:30 - 16:00
Innovation In Non-Alcoholic Drinks with Steve Wilson and Emma Wykes
What makes a great drinks brand? We are lucky to have inspirational industry leaders Emma Wykes (ex Seedlip COO, now Founding Partner in Sylva) and Steve Wilson (DioniLife Founder, ex Diageo Innovation Director - creator of over 192 drinks brands including Baileys, Bombay Sapphire and Tanqueray.) In this session, Emma and Steve give definition and detail to the No & Low drinks category, discussing what makes a great drinks brand and looking at the cutting-edge brand development taking place in the category today. They will also look to the future - identifying what the trade should look out for, and crucially, what the market needs to continue to growth and excitement of No & Low. During the session Steve and Emma will introduce four non-alcoholic drinks brands to taste.

THIS TASTING IS ONLY OPEN TO BONAFIDE TRADE AND PRESS GUESTS. ALL REGISTRATIONS WILL BE VERIFIED AND THE ORGANISERS RESERVE THE RIGHT TO TURN ANYONE AWAY FROM THE EVENT WHO THEY FEEL DOES NOT HAVE A LEGISTIMATE REASON TO ATTEND.