Luxury Meets Low and No: ARC Brings Premium Parity to Modern Events

2 June 26, UK: Arena Racecourse Company (ARC) is looking to redefine how drinks are delivered across business events, with a renewed focus on premium low and no alcohol options designed to sit alongside traditional offers at every level.

The move reflects a shift in delegate expectations. Low and no is no longer a secondary consideration or a niche request. It is now a core part of how audiences experience conferences, awards ceremonies and live events, and organisers are responding accordingly.

ARC’s updated approach integrates low and no drinks across its drink packages, ensuring that every guest, regardless of preference, has access to a considered and high-quality experience. This includes alcohol-free sparkling wines such as (example) French Bloom, Thomson & Scott Noughty and Copenhagen Sparkling Tea, and Freixenet 0.0%, premium gins, including refined serves from Seedlip, Pentire and Gordon’s 0%, and alcohol-free wines from producers such as Oddbird, Torres Natureo and Leitz Eins Zwei Zero.

The shift is less about adding options and more about rebalancing the experience. Where once low and no sat outside premium packages, it is now being designed in from the outset, across all price points.

This is particularly relevant in a market where delegates are increasingly moderating their alcohol intake, but still expect the same level of quality, presentation and attention to detail. For organisers, the absence of strong low and no options is becoming more visible and more consequential.

Julie Coates Walker, Group Head of Sales, at ARC, said: “Expectations have changed. Delegates want choice, but they also want consistency in quality. Our approach is to ensure that every guest feels equally considered, whether they are drinking alcohol or not. That means offering low and no options that stand alongside our premium packages, not separate from them.”

ARC’s position reflects a wider shift across the events sector, where inclusivity is increasingly measured through experience design as much as accessibility. As low and no becomes embedded in audience behaviour, organisers are being challenged to respond with the same level of intent. For ARC, this means that low and no is no longer an add-on. It is part of delivering a modern event.