The Mid-Strength Opportunity – Understanding Consumer Demand And Trade Potential

This report is a collaboration between KAM Insight, Club Soda, and the Mid-Strength Collective.

The way consumers engage with alcohol is evolving, and both the hospitality and grocery industries must evolve with it. Across the UK, a significant shift toward moderation is redefining drinking habits, with more people seeking balance between social enjoyment and personal well-being. While some consumers are opting for alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the perfect middle ground. Allowing them to extend their social experiences without compromising on taste, quality and experience.

This shift presents a major opportunity for hospitality and retail operators, supplier brands, and industry influencers to respond to evolving customer needs, increase dwell time, and drive incremental sales. Yet, despite rising demand, mid-strength alcohol remains underrepresented in many hospitality venues and grocery retailers. Visibility is low, awareness is fragmented, and consumers often struggle to find options that align with their moderation goals.

This report is designed to bridge that gap. Based on exclusive consumer research with a nationally representative sample of 1,000 UK adults (18+), it explores why mid-strength alcohol is gaining traction, how consumer expectations around drinking experiences are changing, and what steps businesses can take to capitalise on this untapped potential. Whether you’re a bar, pub, or restaurant operator looking to optimise your drinks menu, a grocery retailer looking to drive footfall and incremental spend, a supplier brand aiming to position mid-strength alcohol more effectively, or just simply someone looking to stay ahead of emerging trends, this report provides critical insights to inform your strategy.

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.

Introducing the Mid-Strength Collective

The Mid-Strength Collective is a powerhouse of leading mid-strength alcohol brands in the UK, united by a shared mission: to empower consumers with more choice in how they drink. By joining forces, we champion mid-strength drinks as a smart and enjoyable way to find balance without compromising on taste or experience. Through commissioned research, impactful awareness campaigns, and collaborative efforts, we’re driving the growth of this category – making mindful drinking more accessible, appealing, and mainstream.