Best Ideas 2018 features all the nominated entries submitted to the Youth Citizen Entrepreneurship Competition under ‘Submit your Idea’ category. All the entries consist of innovative solution or proposition for an enterprise that champions the Sustainable Development Goals. They can be on the conceptual, planning, or start-up stage. If you want to know the 10 finalists in this category, click HERE
Explain your idea in details:
In 2012, there were 3.3 million deaths that were attributable to alcohol-related causes across the globe. That is 5.9% of all global deaths. And in those aged 20 to 39, it is 25% of all deaths. The mass media intervention strategies currently being used have been shown to be ineffective. Something drastically needs to change. And this is where Club Soda comes in. We are an organisation that aims to shift the cultural norms around drinking culture by providing quality alcohol-free options (such as alcohol-free beers, wines and cocktails made with alcohol-free spirits) at social events.
Expected impact of your idea on sustainable development
We have the opportunity to shift the cultural norms around drinking culture by improving attitudes and increasing the availability of alcohol-free drinks. Our strategy is based on the theory of planned behaviour (Ajzen, 1991) which predicts an individuals intention to engage in behaviour at a specific time and place. By increasing availability and exposure to quality alcohol-free products, we may be able to decrease how many alcoholic beverages are consumed, as well as normalising the consumption of non-alcoholic products. Ultimately, if we were able to achieve this, we could reduce the number of deaths attributable to alcohol across the globe and create a brighter and more inclusive future for those who seek a healthier alternative from alcohol.
Plans for implementation and sustainability
Our business model involves four phases. Phase 1 will involve pop-up stalls at events with an aim to increase brand awareness and exposure and gather market feedback about desirable products. Phase 2 will be an online store aiming to sell market validated products. During phase 3, there will be a physical venue with the aim to create an inclusive place for those who don't drink to attend. In the last phase - phase 4 - we will create and sell own alcohol-free products. In terms of financing, we are currently at the investor ask stage and have begun the process of approaching potential investors. At this stage we do not have any collaborators, however, we are in conversations with Australian universities and alcohol-free beverage organisations to set up future partnerships.
Club Soda was founded by Sian Reed who is 31 years old. Sian has a Bachelor of Psychology (Honours), a Bachelor of Commerce (Marketing) and a Master of Applied Psychology (Professional). She has a combination of both corporate, academic and research experience working as a Human Resources Advisor for BHP Billiton, Research Interviewer at Curtin University, Counsellor at Mental Health Commision, and most recently a Provisional Psychologist. She developed Club Soda while working as Drug and Alcohol Counsellor and noticed that for people in alcohol recovery there was a lack of social activities that did not involve alcohol. And then when those in recovery do go to social events, there is limited quality alcohol-free options available to them. Because of these limited quality options, those in recovery may start to isolate themselves. This pattern of behaviour was really concerning to Sian as a lack of engagement in social activities makes it harder to overcome alcohol problems. She is extremely motivated to change this problem so she created Club Soda.