The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

In many parts of the world, the drinking landscape is shifting. Binge drinking is on the decline, with moderation becoming the new norm – particularly among Gen Z and Millennials. This generational change is fuelling a rise in low- and no-alcohol options across hospitality, trade, and retail. Laura Willoughby MBE, founder of Club Soda and one of the UK’s leading voices in low- and no-alcohol beverages, shares her insights on how consumer behaviour is evolving and explores a new opportunity this presents for the alcohol trade and retail sectors.

The way consumers engage with alcohol is changing rapidly. Across the UK, moderation is no longer a niche trend but a mainstream choice, as more people seek a balance between social enjoyment and personal well-being. This shift has led to significant growth in alcohol-free alternatives, but a new category is emerging as the ideal middle ground: mid-strength alcohol.

Despite its clear potential, mid-strength drinks remain underrepresented in both hospitality venues and retail stores. Consumer demand is rising, yet many bars, pubs and supermarkets are still slow to offer a strong selection. For businesses in both trade and retail, this represents a major opportunity to meet evolving customer needs, increase dwell time and drive additional revenue.

Understand the mid-strength consumer

A recent nationwide study of UK adults by Kam Insights and The Mid Strength Collective highlights the growing appeal of mid-strength alcohol. 74% of consumers are now actively moderating their alcohol consumption and half of those surveyed said they would prefer to have two mid-strength drinks rather than one full-strength drink when out with friends. Going for two is the new going for one. Consumers are looking for ways to extend their social occasions while keeping control over their drinking experience.

The findings also show that a third of consumers believe having mid-strength alcohol options available in pubs and bars would enhance their social experience. However, many struggle to find suitable options. In supermarkets, nearly three-quarters of shoppers said they would be more likely to buy mid-strength products if they were more clearly labelled and marketed.

Moderation today is not about abstinence. Consumers still want to enjoy the ritual of drinking and the social connection that comes with it, but in a way that allows them to remain present and in control. Mid-strength alcohol meets this demand, enabling consumers to stay out longer, drink more in volume while consuming less alcohol overall and feel better the next day.

Increasing spend and dwell time in the on-trade

For pubs, bars and restaurants, mid-strength alcohol presents a major opportunity to attract and retain customers while increasing spending per visit. One of the most notable insights from the research is the idea that consumers are more likely to stay for an extra drink when mid-strength options are available. Instead of stopping at one full-strength drink, they are choosing to have two mid-strength drinks, or have the same number of drinks but with half the alcohol (what we call Coasting), extending their time in venues and increasing their total spend.

At the moment, 65% percent of consumers opt for soft drinks when moderating their alcohol intake, while only 31 percent choose mid-strength options. This suggests that there is significant room for growth if venues improve their selection and visibility of mid-strength drinks. Many consumers remain unfamiliar with what mid-strength alcohol actually means or struggle to find it on menus. Currently, only 41% percent of consumers say it is easy to locate mid-strength beers in the pubs they visit.

For hospitality businesses, improving menu placement, training bartenders to recommend mid-strength options, and ensuring clear visibility at the bar can significantly boost sales. The opportunity goes beyond increasing revenue; it also enhances the overall social experience for customers. 36% of consumers believe that drinking mid-strength options on a night out improves the quality of their interactions, allowing them to stay more present and engaged in social settings.

By making mid-strength alcohol a visible and attractive option, hospitality businesses can create an environment where customers feel comfortable moderating their drinking while still participating fully in social occasions. This approach not only increases order volume but also builds customer loyalty and encourages repeat visits.

Retail opportunity

Supermarkets and off-trade retailers also stand to benefit from the rise of mid-strength alcohol. While alcohol-free products have already gained widespread consumer acceptance, mid-strength drinks offer an additional alternative that allows consumers to moderate their intake without feeling like they are missing out on the drinking experience.

Despite this potential, mid-strength alcohol remains an underdeveloped category in grocery retail. Less than half of consumers believe supermarkets offer a good selection of mid-strength beer, and the numbers are even lower for mid-strength wine, cider and spirits. Many shoppers struggle to find these products on shelves, with only 43% saying they find mid-strength beers easy to locate in supermarkets. McGuigan’s have had great success in Sainsbury’s when they have highlighted their wines with mid-strength signage and point of sale.

Labelling and education are crucial factors in driving sales. More than 70% of consumers say they would be more likely to purchase mid-strength alcohol if better information were provided on packaging and store displays. Consumers want to see clear details about alcohol content, calorie savings and comparisons to full-strength versions. Retailers that invest in better signage, in-store promotions and clearer labelling will be able to capitalise on this growing trend.

Consumers are also open to purchasing mid-strength alcohol across a range of different occasions. Many say they would consider mid-strength options for weekday after-work drinks, social gatherings, and celebratory events. Retailers that position mid-strength alcohol as a flexible and everyday choice, rather than a niche product, will see higher engagement and increased basket spend.

Mid-strength: a market that will grow

The shift towards moderation is not a passing trend but a long-term transformation in the way consumers approach alcohol. As health and wellness continue to play a central role in lifestyle choices, the demand for mid-strength alcohol is expected to grow significantly across both on-trade and off-trade sectors.

For businesses, this presents a clear opportunity to invest in mid-strength alcohol now and build a competitive advantage as the market develops. Younger generations, in particular, are driving this shift, with high levels of interest in mid-strength drinks among 18 to 44-year-olds. Businesses that act early by expanding their product range, improving visibility, and educating consumers will be best positioned to benefit from this changing landscape.

The mid-strength alcohol market is still in its early stages, but the momentum is clear. With the right strategy, brands, venues and retailers can position themselves at the forefront of this new era of balanced drinking. The opportunity is here, the market is ready and the businesses that move now will be the ones that define the future of mid-strength alcohol.