Catherine Salway is the founder of Redemption, alcohol-free gastrobars, which opened their first pop up in London in 2013 and which had three successful bar restaurants in Notting Hill, Shoreditch and Covent Garden - described by The Guardian as ‘the best-executed booze-free bars in the world’.  The concept is a broad theme of ‘spoil yourself without spoiling yourself’ – vegan, sugar-free and wheat-free, without feeling like a sacrifice, and according to Time Out, ‘worth staying sober for’.  Sadly, the sites closed due to Covid but Catherine is working on plans to re-launch this relevant concept.

Catherine studied economics at university then worked at Virgin for 17 years where she started in the press office for Virgin Cola before working her way up to Virgin Group brand director.  During her time at Virgin Catherine led a diverse array of start-ups, innovations, marketing campaigns and customer service strategies globally (e.g. Virgin Mobile, V Festival).  Her big passions were the charity Virgin Unite and Virgin Group’s social media presence. Sir Richard Branson described her as a ‘brand guru’ and she left the Virgin Group with the mission to start her own socially conscious brand.