Quarter Proof leads the march for mid-strength spirits
Mid-Strength March will return for its second year to raise awareness of the fast-growing mid-strength drinks category, with Quarter Proof leading the charge for spirits.
Created for those looking for new ways to enjoy drinking ‘without overdoing it’, Mid-Strength March invites the public to explore ‘the sweet spot’ between full-strength and alcohol-free drinks.
Throughout March, 15% ABV brand Quarter Proof, alongside low-ABV wine brand 6Percent and mid-strength brewery Small Beer, will bring the category to life through a series of activations, tastings and promotions aimed at making the lower-alcohol segment more accessible.
Once considered niche, the term ‘mid-strength’ has rapidly entered mainstream conversation, as more people look for balance, intention and flexibility in how they drink.
Offering around half the alcohol of traditional equivalents, the category seeks to deliver on flavour, quality and experience, ‘without compromise’.
The rise of ‘coasting’ – enjoying the same amount of drinks but with less alcohol – reflects a continued shift towards balance, with 13% of consumers adopting this approach, according to KAM Insights 2025.
In January, The Spirits Business predicted the category to rise in 2026.
The momentum is also being felt across hospitality. Quarter Proof’s arrival on menus at Soho House has seen strong interest from members seeking lighter options that still feel premium and sociable.
Cyril Francoise, global beverage director at Soho House Group, commented: “Quarter Proof is doing really, really well. Members are super interested in mid-strength, and choose to drink this earlier in the day or afternoon.”
The Mid-Strength march
Kicking off on Saturday 28 February, a parade of mid-strength champions will take to London’s streets to hero the mid-strength movement.
The march will feature a lively brass band, energetic fanfare, and a community of ‘big thinkers’ marching for mid-strength.
Open to anyone interested in a new way to drink, the march will be a celebration of moderation, connection and community – bringing people together to enjoy drinking mid-strength, in a fun, lively atmosphere.
The march will begin at 11am at Paternoster Square, St Paul’s, and end at 2pm at the National Theatre on Southbank, where the UK’s first mid-strength bar will launch outside the venue.
At the finishing point, partakers can try their favourite cocktails, wines and beers – all with a fraction of the alcohol – showing that mid-strength drinks offer ‘the best of both worlds’.
For those looking to explore the category at home, Quarter Proof, 6Percent, and Small Beer will also be available to buy as part of a curated mid-strength discovery bundle via the UK’s only dedicated mid-strength retailer, midstrengthdrinks.com.
Priced at £50 (US$67.50), the bundle is set to arrive in March and will feature a bottle of mid-strength wine from 6Percent, a spirit drink from Quarter Proof, and a mixed selection of Small Beer bottles.
Related news
