The rise of the middle ground: moderation over abstinence

A rapidly expanding category of mid-strength beverages — specifically beers (2-3% ABV), wines (6-9% ABV), and spirits (15-20% ABV) is exploding with Ocado tripling its range to meet a 400% increase in search demand, signalling a change in the UK’s drinking habits.

The trend responds to a desire for balance over abstinence. With one-third of UK consumers drinking less overall and 58% actively trying to moderate more than in the past, there is a gap for products that offer the social experience of alcohol without the heavy ABV.

Success in this category is being seen by brands like Quarter Proof (15% ABV spirits) and 6Percent (half-strength wine). These products are engineered to fit into consumer lives, offering the traditional experience and flavour profile of full-strength counterparts but with significantly reduced alcohol content.

The drinks’ target audience consists of:

• The “Modest Modernist”: 54% of 18-34-year-olds are choosing mid-strength more often.
• The Midweek Socialiser: 50% of consumers (65% of younger adults) opt for these drinks during the week to accommodate hybrid working and social life.
• The Health-Conscious: 71% of shoppers want to balance drinking with their lifestyle, while 48% specifically use mid-strength to avoid hangovers.

Retailers like Ocado are leading the charge by aggressively expanding their range, providing a springboard for smaller, innovative brands. The focus is on accessibility and visibility, moving these products from hard to find niche items to a primary supermarket category.

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.”

The goal for brands in this space is to provide choice without compromise. Producers are aiming to become the default for “mid-week occasions and hosting at home,” ensuring consumers can enjoy the “decent glass of wine” or spirit they love with less alcohol.

A key takeaway for producers is that the “No-Lo” trend has evolved into a “Mid-Strength” boom. Producers should pivot R&D toward the 2–20% ABV range, particularly in wine (which saw 151% growth). The focus should be on flavour integrity and lifestyle compatibility, targeting the younger demographic who view moderation as a health and productivity tool rather than a temporary sacrifice.

Fabian Clark, co-founder at Quarter Proof, noted that 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,” he added.

Gabriella Lamb, co-founder of 6Percent, went further saying 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. She explained: “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.”