A guide to selling mid-strength drinks

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. The trend has filtered into retail, becoming more than just the odd bottle or can here and there in the drinks aisle, as brands continue to premiumise and expand their ranges.

What about mid-strength drinks though? If you haven’t already heard the term, now’s the time to familiarise yourself with it, because this new wave of products doesn’t look like it’s going anywhere.

Low and no alcohol specialist retailer and bar operator, Club Soda, has put its clout behind mid-strength drinks brands, launching The Mid-Strength Collective, recognising the ongoing importance of this trend, and commissioning research from KAM Insights to demonstrate its commercial appeal.

Data showed mid-strength drinks are being sought out more frequently as an alternative to full and alcohol-free options, with 50% of consumers saying they would prefer two mid-strength drinks over one full-strength when they’re out. Of those surveyed, 13% said they choose to ‘coast’ their evenings, drinking only mid-strength products to reduce their overall alcohol consumption.

Laura Willoughby MBE, founder of Club Soda, says, “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 and insight director at KAM, said mid-strength isn’t just another category, it’s 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, attributes three words to consumer desires in the lower alcohol drinks market at the moment: quality, craftsmanship and balance.

“There’s a growing awareness that enjoying a drink shouldn’t mean compromising on health, productivity or flavour,” he thinks. “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 still want to be at your best and wake up with a clear head the following 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,” continues James.

“The more that retailers embrace the category, the more it will thrive, and they will experience the benefits of this change in drinking behaviours within society.” By offering mid-strength options, “you’re giving customers more reasons to purchase, and showing that you’re ahead of the curve in meeting evolving tastes.”

Read more about the trends shaping the drinks industry here.