Mid-strength drinks boom as consumers seek balance over abstinence

Mid-strength drinking is moving into the mainstream, as new data from Ocado Retail shows consumers are seeking balance by enjoying drinks with lower alcohol content rather than giving alcohol up entirely.

Ocado’s data mirrors growing demand, with overall sales of mid-strength drinks up 41% month-on-month, and up 74% over the last two years. In response, Ocado has increased its range of mid-strength wine by over 200% over the past year and now offers the largest range of mid-strength drinks of any supermarket. Sales of mid-strength wine on Ocado.com are up 151% year-on year, and mid-strength beer is up 22% month-on-month. 

Shauna Clark Fitzpatrick, No and Low Alcohol and Ready to Drink Buyer, at Ocado Retail said: “We’re seeing a clear shift in how people approach alcohol. It’s less about giving it up completely and more about finding a balance that fits their lifestyle. Mid-strength drinks are becoming an important part of that, especially for midweek occasions and hosting at home. With the range we offer at Ocado, customers can discover an option for every occasion that suits their preference.”

Brands are responding to growing demand, with sales of Quarter Proof’s 15% ABV gin and tequila spirits up 129% since launching on Ocado last year. Among other brands entering the space is newcomer 6Percent, which launched on Ocado in March, offering wine with around half the alcohol of traditional equivalents. 

The trend is closely linked to a broader focus on health and wellbeing. More than seven in ten consumers (71%) say they are more conscious about balancing drinking with their lifestyle, rising to three quarters (76%) of 25-34-year-olds. Avoiding next-day effects is also a key motivator, with almost half (48%) choosing mid-strength drinks to reduce the likelihood of a hangover.

The shift is also changing when people drink. Half (50%) of consumers are more likely to choose mid-strength options during the week, rising to almost two thirds (65%) of younger adults, reflecting the ongoing influence of hybrid working and midweek socialising.

Fabian Clark, Co-Founder at Quarter Proof, commented, “People aren’t looking to abstain, they’re looking to cut back, and this is where mid-strength comes in. Our range of mid-strength spirits fit seamlessly into people’s lives and it’s amazing that forward-thinking retailers like Ocado have got behind this emerging category.”

Gabriella Lamb, co-founder of 6Percent, said: “Mid-strength wine gives people more choice if they want to drink a little less, without missing out on the experience of enjoying a decent glass of wine. We know from our customer feedback that lots of shoppers are interested in mid-strength, but it can still be hard to find. We’re really excited that Ocado is now stocking our wines, making it easier  than ever for people to enjoy the wine they love, but with a lot less alcohol!”

Customers can shop the full range on Ocado.com.