Mid-strength gains momentum according to new report findings

New research shows that 50% of consumers prefer two mid-strength drinks over one full-strength option, and 13% are choosing to 'coast' their evenings by only drinking mid-strength options. 

New research from KAM Insights highlights a growing consumer shift towards mid-strength alcohol. Fifty per cent of UK consumers say they would rather have two mid-strength drinks than one full-strength option when opting for ‘just one’ at the pub. Additionally, 13% report ‘coasting’ their evenings—alternating mid-strength drinks to reduce overall alcohol intake while maintaining the same number of drinks.

To capitalise on this trend, the Mid-Strength Collective, a group of brands producing beers, wines, and spirits with lower alcohol content, has partnered with Club Soda to launch 'Mid-March'—a month-long initiative showcasing the category. Running throughout March, the campaign will offer tastings, sampling opportunities, and industry events to highlight the benefits of mid-strength drinks.

Benefits for the on-trade

There are also potential benefits for the on-trade. KAM's research found that 32% of UK consumers, rising to 40% among 25-34-year-olds, would spend more time in venues offering mid-strength options. However, supermarkets have work to do, as 42% of shoppers say they are interested in buying mid-strength beer, yet only 12% find it easy to locate in stores. Laura Willoughby MBE, founder of Club Soda, released in a statement to db: “Ultimately, moderation does not have to be a binary choice between drinking and not drinking. The goal is to encourage a more intentional drinking culture - one where we pay attention to what we drink, not just when we choose to abstain from alcohol, but also when we choose to enjoy it.”.” Blake Gladman, strategy & insight director at KAM, added: “This is more than just another category trend - it’s a movement that is redefining the way people drink, socialise, and interact with hospitality venues and grocery retail outlets." Brands including 6Percent and Maison Sassy will be featured at the Club Soda Tasting Room in Covent Garden, with a dedicated bar menu. The collective will also be exhibiting at The Pub Show at London’s Excel from 17th-19th March, before rounding off the month with a Mid-March Party at Small Beer Brewery on 27th March.