Quarter Proof lands first mid-strength spirit supermarket listing
Mid-strength spirits brand Quarter Proof has secured a listing with Sainsbury’s, marking the first time a brand from the category has secured shelf space in a supermarket.
Quarter Proof’s London Dry Spirit is now available to buy from 111 Sainsbury’s stores across the UK, significantly expanding the brand’s customer reach.
The new listing follows a recent Ocado sales report that revealed demand for mid-strength alcoholic drinks has increased as more consumers are choosing moderation over completely cutting out alcohol.
Sales of Quarter Proof spirits sales have reportedly increased by 129% since launching on Ocado last year.
Quarter Proof’s co-founder, Rohan Radhakrishnan, 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 an occasion.”
Founded by Radhakrishnan and Fabian Clark in 2021, Quarter Proof was launched to create a modern alternative to traditional spirits.
Its 15% ABV range aims to deliver the same flavour and experience as full-strength spirits, but with a fraction of the alcohol, calories and sugar – supporting ‘a more balanced approach’ to drinking.
It is now stocked and served at leading venues and retailers, including Soho House Group, Virgin, Whole Foods, Sexy Fish, The Newt Hotel, Ocado, Drake & Morgan, and Big Mamma Group.
It is now available to buy from Sainsbury’s stores nationwide and online for delivery, with an RRP of £25 (US$34).
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