Drink Mid-Strength in March Campaign: The Category Due to Take Over the Alcohol Market

The Mid-Strength Collective, a group of leading mid-strength alcohol brands have teamed up with Club Soda to launch Mid-March, a campaign throughout March to showcase brands within this emerging category. The activity follows a large number of new entrants to the market and mid-strength drinks gaining strong interest from consumers in looking to moderate their drinking. During the month, consumers will have the chance to experience mid-strength drinks through a range of tastings and sampling opportunities. 

The month kicks off with the launch of a detailed research commissioned with KAM Insights about the growth of the Mid-Strength Category, and how consumers are embracing products in this space. All the brands in the Mid-Strength Collective will be available in the Club Soda Tasting Room in Covent Garden, to be sampled by customers and on a special bar menu. The Mid-Strength Collective will be exhibiting together at The Pub Show at London’s Excel from the 17th - 19th March, and they will conclude the month with a Mid March Party at the Small Beer Brewery and Taproom on 27th March.

The research from KAM Insights shows that mid-strength alcohol serves as a viable and increasingly sought out alternative between full-strength and alcohol-free beverages, providing flexibility for different drinking occasions. 

KAM’s research also shows that 50% of consumers would prefer two mid-strength drinks over one full-strength option when going for “just one” at the pub, while 13% of consumers are choosing to Coast their evenings - the term given to picking a mid-strength alcoholic beverage for every drink - in short, having the same number of drinks but with less alcohol. 

Additionally, 32% of UK consumers state that they would spend more time in venues that offer mid-strength options - increasing to 40% among 25-34s, suggesting significant revenue opportunities for hospitality businesses. 

According to research conducted by KAM, 71% of consumers would be influenced to purchase mid-strength drinks if they had additional information and stronger messaging on mid-strength drinks in the supermarket. 

Retailers have an opportunity to improve visibility and availability, as 42% of consumers express interest in purchasing mid-strength beer from supermarkets, yet only 12% find these products easy to locate in stores.

Laura Willoughby MBE, Founder of Club Soda said: “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 & Insight Director from KAM said: “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. Now is the time for businesses to adapt and lead the charge in shaping the future of mid-strength alcohol.”

The Mid-Strength Collective is made up of these mid-strength beers, wines and spirits: Quarter Proof, Session Spirit, Decem, Hayman’s, Double Dutch, 6percent, Gentle Wines, Shandy Shack, Small Beer, Maison Sassy, Brisk and McGuigan (Australian Vintage).