Quarter Proof disrupts retail with Sainsbury’s listing

Quarter Proof, the UK’s leading mid-strength spirits brand, has secured its first major supermarket listing with Sainsbury’s.

Marking a significant milestone for both the brand and the rapidly growing mid-strength category, the arrival represents the first time a UK mid-strength spirits brand has launched in a supermarket.

The brand’s London Dry Spirit is now available in 111 Sainsbury’s stores nationwide, a move that significantly expands the brand’s customer reach and brings its lower-ABV offerings to a wider audience.

Meeting the demand for moderation

The listing follows data suggesting a sharp rise in “mindful drinking” among UK consumers. A recent Ocado sales report revealed that demand for mid-strength alcoholic drinks is increasing as more shoppers choose moderation over completely cutting out alcohol. This trend is reflected in Quarter Proof’s own performance, with sales increasing 129% since the brand launched on Ocado last year.

Rohan Radhakrishnan, co-founder of Quarter Proof, commented: “We’re thrilled to now be available in Sainsbury’s. We created Quarter Proof to offer a third way of drinking and offer people more flexibility in how they moderate their alcohol consumption without compromising on flavour or experience. Being on supermarket shelves makes that choice more accessible, whether it’s for a mid-week drink or occasion”.

A balanced profile for modern drinkers

Founded by Radhakrishnan and Fabian Clark, Quarter Proof was launched to provide a modern alternative to traditional spirits. The 15% ABV range is designed to deliver the same flavour and experience as full-strength spirits but with a fraction of the alcohol, calories, and sugar.

• The product: Quarter Proof London Dry Spirit.
• The profile: a citrusy, floral, and juniper-led profile that delivers a full-flavour gin experience.
• The serve: ideal for a lower ABV gin and tonic or Negroni.