UK | With demand for no and low alcohol booze continuing to soar, the latest trend in the drinks market for moderators is mid-strength wine.
Demand in the UK for these wines, which have a typical strength of between five and nine percent ABV, has soared in the last year.
Although the market is still in its infancy, last year, Tesco launched five mid-strength wines, following two record-breaking years for no and low alcohol across the board.
Since then, the supermarket has seen demand grow monthly, and it has now considered widening the range as more shoppers learn about the availability of these wines.
“Mid-strength wine as a category only really started less than two years ago in the UK, so these are still very early days, but all the signs are that it’s set to become the next big trend in alcohol moderation,” said Tesco wine buyer Steve Garwood.
“Health and well-being have become far more pronounced in the food and drink industry in the last five years, and we are definitely seeing that with the continuous strong demand for no and low alcohol, especially within wine.”
Garwood added that moderation does not have to mean total abstinence, but with the arrival of mid-strength wines, it has offered drinkers more control over their alcohol intake.
“Consumers are increasingly seeking lighter drinking experiences for reasons of health, responsibility, or personal control. But they don’t want to compromise on taste, and they want a drink that still makes a social or home occasion special,” said Julian Dyer, Chief Operating Officer for McGuigan Wines UK and Europe.
“Mid-strength wine addresses that consumer need without compromising on taste or quality. Moderation is increasingly prevalent, with 50 percent of consumers favouring two mid-strength drinks over one full-strength, enabling them to enjoy meaningful moments for longer.”
