Jussi Tolvi, Co-Founder & Director of Club Soda; The Mindful Drinking Movement

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Drink Wise, Age Well is a National Lottery funded programme that helps people aged 50 plus to make healthier choices about alcohol.        

It’s no secret that Scotland has one of the worst records for alcohol-harm in western Europe and it is hoped that the festival will shake up the alcohol debate, providing people with alternatives to alcohol – both in terms of drinks and social settings. Club Soda is working to create a world where nobody has to feel out of place if they are not drinking. It has been recognised for this pioneering approach by the Carnegie Trust among others.  

Pictured: Club Soda co-founder Laura Willoughby MBE


Speaker Overview:

As co-founder, director and behavioural economist for the UK’s largest mindful drinking movement, Club Soda, Dr Jussi Tolvi oversees not only the financial and corporate affairs of Club Soda, but also its analytics, research and impact evaluation work. He also focuses on Club Soda’s drinks and venues projects, as well as Club Soda’s bigger events, including 10 editions of the Mindful Drinking Festival.

As part of his role at Club Soda, Jussi has published a number of research reports on individual behaviour change and low and no alcohol drinks. These include “How Brits are embracing Mindful Drinking”, “Drivers’ views on non-alcoholic drinks in venues”, “How to Improve The Sales of Low and No Alcohol Beer” and “Low and No Alcohol Drink Brand Social Media Audiences”.

With a background in finance and risk, including a PhD in Economics, Jussi’s career before Club Soda has included teaching, academic appointments and research in economics and statistics, as well as roles spanning credit risk management, governance, compliance, capital and impairment forecasting, and data analytics for major UK financial institutions.


You can find Club Soda at joinclubsoda.com on social @joinclubsoda and at The Club Soda Tasting Rooms, 39 Drury Lane, London, WC2B 5RR

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