Alice Chrystal, senior analytics executive at NIQ, gives the lowdown on the mid-strength opportunity
As consumers continue to try to find a balance between enjoyment and health, mid-strength alcoholic beverages are gaining momentum. Across spirits, beer, cider and wine, the trend towards moderation is reshaping the landscape of the UK drinks industry. Added to this are the UK alcohol duty reforms which have further strengthened the case for mid-strength drinks.
Mid-strength spirits (20-35% abv) currently represent 11% of total spirits sales. While the segment has seen a slight decline – down 1.4% versus two years ago and 0.6% versus last year – it is outperforming standard and total spirits, resulting in a 0.2 percentage point gain in value share.
At £23.19 per litre, mid-strength spirits are competitively priced below standard spirits (£24.91) and just under the average (£23.50). Price per litre has increased by 2.4% versus last year and 9.9% versus 2023, reflecting both inflation and a shift towards premiumisation. Notably, only the premium tier is in growth (3.7% in value vs last year), while non-premium and super-premium tiers are in decline.
Meanwhile, mid-strength long drinks – including pre-mixed cocktails and spirit-based RTDs – are also seeing renewed interest. Consumers are increasingly opting for these lower abv options as a way to moderate without sacrificing taste or sociability. Recent findings from KAM research reveal that half of UK consumers theoretically prefer having two mid-strength drinks instead of a single full-strength one when they’re out for a casual drink.
This approach – often described as coasting – enables individuals to enjoy longer social experiences while still keeping their alcohol intake in check.
Mid-strength wine is another emerging category, with demand in the UK nearly doubling over the past year. Typically anywhere between 5% and 9% abv, these wines offer a middle ground between full-strength and no alcohol options. Retailers including Tesco have responded by expanding their mid-strength wine ranges, following strong consumer uptake. The appeal lies in offering a lighter drinking experience without compromising on taste or the sense of occasion.
This shift is particularly pronounced among younger adults who are more open to moderation but still value sociability. For them, mid-strength options offer a way to enjoy meaningful moments without the downsides of higher alcohol consumption.
In summary, the rise of mid-strength drinks across spirits, long drinks and wine reflects a broader cultural shift towards intentional, mindful drinking. With favourable duty structures now in place, brands that can innovate in this space – offering quality, flavour and a sense of occasion – are well positioned to capture growing consumer interest. Moderation is no longer about abstinence; it’s about choice, control and enjoying the moment.
