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Club Soda champions mid-strength brands
A collective of mid-strength alcohol brands has teamed up with mindful drinking movement Club Soda to launch Mid-March, a month-long campaign showcasing brands within the category.
The new activation follows the launches of many new entrants to the mid-strength market, and the growth of a category that is said to be gaining strong interest from consumers who are looking to moderate their drinking.
During the month, consumers will have the chance to sample drinks produced by members of the campaign’s Mid-Strength Collective through a range of tastings and sampling opportunities.
The promotion kicks off with the findings of a detailed research campaign commissioned with Kam Insights about the growth of the mid-strength category, and how consumers are embracing products in this space.
Kam Insights has found that mid-strength alcohol serves are a viable and increasingly sought-out alternative between full-strength and alcohol-free beverages, providing flexibility for different drinking occasions.
Kam’s research also shows that 50% of consumers would prefer two mid-strength drinks over one full-strength option when going for ‘just one’ at the pub, while 13% of consumers are choosing to ‘coast’ their evenings – the term given to picking a mid-strength alcoholic beverage for every drink – in short, having the same number of drinks but with less alcohol.
Additionally, 32% of UK consumers state they would spend more time in venues that offer mid-strength options – increasing to 40% among 25-34-year-olds, suggesting significant revenue opportunities for hospitality businesses.
Furthermore, Kam found that 71% of consumers would be influenced to purchase mid-strength drinks if they had additional information and stronger messaging on mid-strength drinks in the supermarket.
Blake Gladman, strategy and insight director at Kam, said: “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.”
The Mid-Strength Collective is made up of mid-strength beers, wines and ‘spirits’, including Decem, founded by MasterChef finalist Billy Wright; Double Dutch mixers; London-based, family-owned gin brand Haymans; Session Spirit; and Quarter Proof.
All the brands in the Mid-Strength Collective will be available to sample in the Club Soda Tasting Room in Covent Garden.
In addition, the Mid-Strength Collective will be exhibiting at The Pub Show at London’s Excel from 17-19 March, and will conclude the month with a Mid-March Party at the Small Beer Brewery and Taproom on 27 March.
Laura Willoughby, founder of Club Soda, added: “Ultimately, moderation does not have to be a binary choice between drinking and not drinking. The goal is to encourage a more intentional drinking culture – one where we pay attention to what we drink, not just when we choose to abstain from alcohol, but also when we choose to enjoy it.”
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