Mid-strength alcohol trend is hot on the heels of alcohol-free

The decline in alcohol consumption over the past decade has led to a sharp rise in sales of non-alcoholic drinks. As such, the drinks industry has innovated hard in recent years to meet consumer demand.

But now a new segment is emerging, as consumer interest in mid-strength alcoholic drinks increases.

What are mid-strength alcoholic drinks?Mid-strength alcoholic drinks contain up to 50% of the alcohol content of their full-strength counterparts. However, this can vary between the alcoholic beverage sectors.

“We are looking at spirits around 25% or below (when mixed they come in at under 3.5%), beers are 3.5% or below, and wines are around 7%,” says Laura Willoughby, founder of UK mindful drinking organisation, Club Soda.

And while mid-strength beers, wines and spirits are not completely new, they’ve gone largely unnoticed, until now.

“Most people know about alcohol-free,” says Club Soda’s Willoughby. “But mid-strength is just beginning to take off as a reduction strategy. It is certainly becoming a bigger category.”

Moderation does not have to be a binary choice between drinking and not drinking

Laura Willoughby, Club SodaAnd it’s proving popular with consumers, particularly those looking to cut down on their alcohol consumption, rather than cut it out altogether.

“What this means for consumers is a shrink that offers the same experience, but with much less alcohol, so it’s easier to have the same number of drinks whilst also cutting back,” says Willoughby. “Ultimately, moderation does not have to be a binary choice between drinking and not drinking.”

The mid-strength alcoholic drinks category is predicted to rise in popularity alongside non-alcoholic drinks. (Image: Getty/Flashpop)What is the future of the mid-strength alcohol category?After a slow start, the mid-strength alcohol category is now growing fast, with rising consumer interest driving sales and fuelling new product development.

“Mid-strength is not just about moderation, it’s about enabling consumers to maximise social occasions while achieving their balance goals,” says Brad Compton, CEO of Session Spirit. “The data supports this key shift in drinking habits, with 66% of our target audience looking for mid-strength options and 50% of total consumers saying they’d rather have two mid-strength drinks instead of one full-strength drink when out with friends.”

I predict this category will grow in a similar way to alcohol-free

Laura Willoughby, Club SodaAnd, not only is this proving popular with consumers, it’s also creating a major opportunity for beverage manufacturers.

“I predict this category will grow in a similar way to alcohol-free, taking advantage of its slipstream,” says Club Soda’s Willoughby. “We’re starting to see more products hit the market as a change in the alcohol duty rate for lower strength products makes this space quite attractive to producers, especially in beer where some well-known brands need only shave off a tiny amount of alcohol to reduce their costs.”

And industry experts say now is the time to get involved in the mid-strength alcohol sector in order to benefit from it’s success.

“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,” says Blake Gladman, strategy and insight director of KAM Insights. “Now is the time for businesses to adapt and lead the charge in shaping the future of mid-strength alcohol.

But it’s not just existing brands entering the mid-strength category. New brands are launching off the back of its success.

The mid-strength alcoholic drinks sector is growing fast. What opportunities does this create for the beverage industry? (Image: Getty/ViewApart)“We’re really excited to introduce a wine brand that speaks to the modern drinker,” says Gabriella Lamb, co-founder of 6Percent Wine. “41% of moderate drinkers say they would consider mid-strength options for weekday after-work occasions out of home.”

Meanwhile other brands are looking to past favourites to capitalise on the newfound success of mid-strength.

“We recognised that shandy was a familiar moderation favourite that had quietly enjoyed for generations,” says Ed Stapleton , co-founder of Shandy Shack. “We saw an opportunity to revolutionise the quality of the drink by making shandies with attention and love.”

Will low- and no-alcohol dominate the future?As alcohol consumption continues to decline, there is speculation that drinking alcohol will become a niche choice, while the teetotal lifestyle dominates. In fact, the balance is on the verge of tipping into a teetotal majority.

“Globally we are not far off that now,” says Club Soda’s Willoughby.