As more consumers choose to reduce their alcohol intake, the market for mid-strength beverages is gaining significant momentum. This shift reflects a growing desire for quality drinks that offer satisfaction without the drawbacks of high alcohol content. Let’s explore the factors fueling this trend.
More Brits than ever are either eschewing alcoholic drinks when they go out, ‘zebra striping’ (alternating with soft drinks) or ‘bookending’ (starting and finishing an evening with nonalcoholic drinks). This trend has extended into retail, transforming the drinks aisle as brands continue to upscale and diversify their offerings.
What about mid-strength drinks, though? If you haven’t already heard the term, now’s the time to familiarize yourself with it, as this new wave of products shows no signs of fading.
Low and no alcohol specialist retailer and bar operator, Club Soda, is backing mid-strength brands with The Mid-Strength Collective, which underscores the significance of this trend. They have commissioned research from KAM Insights to showcase its commercial potential.
The findings reveal that consumers are increasingly inclined to choose mid-strength options as a compromise between full-strength and alcohol-free beverages. Notably, 50% of those surveyed indicated they would prefer two mid-strength drinks over one full-strength option when out. Additionally, 13% reported that they opt for mid-strength products to moderate their overall alcohol intake.
Laura Willoughby MBE, founder of Club Soda, emphasizes the need for a more mindful drinking culture. “Ultimately, moderation does not have to be a binary choice between drinking and not drinking,” she states. “The goal is to encourage a more intentional drinking culture where we pay attention to what we drink, considering both our decisions to abstain from alcohol as well as those to enjoy it.”
Blake Gladman, strategy and insight director at KAM, adds that mid-strength beverages represent not just another category but a movement. “Now is the time for businesses to adapt and lead the charge in shaping the future of mid-strength alcohol.”
What are modern drinkers looking for in the lower alcohol space?
James Grundy, co-founder of Small Beer, identifies three key attributes desired by consumers in the lower alcohol drinks market: quality, craftsmanship, and balance.
“There’s a growing awareness that enjoying a drink shouldn’t mean compromising on health, productivity, or flavor,” he notes. “Mid-strength beer delivers that. It has far more character and satisfaction than many alcohol-free options while still being light enough for a lunchtime service, an afternoon event, or an evening where you want to remain alert and wake up refreshed the next day.”
How can retailers tap into the mid-strength trend?
“Telling the story through tastings, food pairings, and in-store activations can help shift perceptions and spark curiosity,” James advises.
“The more that retailers embrace this category, the more it will thrive, and they will benefit from the evolving drinking behaviors within society.” By offering mid-strength options, retailers can provide customers with more reasons to purchase, demonstrating that they are ahead of the curve in responding to changing tastes.
Read more about the trends shaping the drinks industry here.
Key Takeaways
- Consumers are increasingly opting for mid-strength drinks as a healthy drinking alternative.
- Mid-strength beverages are becoming integral to modern drinking culture.
- Retailers can benefit from embracing the mid-strength trend through innovative marketing.
- Quality and craftsmanship are essential attributes sought by consumers in lower alcohol options.
- Companies are encouraged to lead the movement towards mid-strength offerings.
FAQ
What are mid-strength drinks?
Mid-strength drinks contain lower alcohol content compared to traditional beverages, providing a balanced option for those seeking moderation.
Why are mid-strength drinks gaining popularity?
They offer consumers a way to enjoy social occasions while being mindful of their alcohol intake, balancing enjoyment and health considerations.
How can retailers promote mid-strength drinks effectively?
Retailers can enhance consumer interest through tastings, informative displays, and strategic food pairings that highlight the benefits of mid-strength options.
Who is driving the mid-strength beverage trend?
Research from organizations like Club Soda and insights from industry experts indicate a growing consumer demand for these products.
