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Top 10 Campaign in Health & Wellbeing · September 2026
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Top 10 Campaign
Health & Wellbeing · September 2026

Gateway? No Way

PR Campaign
Thursday 10th September, 2026

Club Soda published its ‘Gateway? No Way’ report to challenge claims that alcohol-free drinks lead people towards alcohol. It brought together research showing that alcohol usually comes first and that no- and low-alcohol products may help people moderate, creating a timely evidence-led story around proposed government regulation.

Why it worked: It hijacked a live policy debate with a clear counterfinding—sequence data debunking the “gateway” claim—backed by named, peer-reviewed studies.

The lesson: Consider timing your pitch to an active consultation and supply a simple, order-of-events dataset that flips a prevailing assumption.

Club Soda Lucky Saint
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
thegrocer.co.uk ‘No evidence’ low & no drinks act as a gateway to alcohol: Club Soda report Thursday 10th September, 2026
morningadvertiser.co.uk Club Soda: Alcohol-free drinks not a gateway to alcohol Friday 18th September, 2026
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