The 'mid-strength drinking' trend that's being driven by Gen Z and Millennials
Experts have suggested how supermarkets and bars can lean into its popularity
Experts are weighing in on the ‘the mid-strength drinking’ trend that’s hot among Gen Z and Millennials right now, according to statistics.
Have you ever passed on a pub meet with your friends, or declined a glass of wine with dinner because you couldn’t bear the thought of being pretty groggy the next day?
Or perhaps claimed you were watching your weight, so a low-calorie soda would have to suffice over a juicy, fruity IPA?
If so, then sipping mid-strength drinks may be your recipe for success.
Advert
Because let’s face it—you shouldn’t have to cancel your plans just because of what you can or can’t drink.
What is mid-strength drinking?
Studies suggest that a growing number of Gen Zers and millennials are opting to go alcohol free, with many citing health, wellness, and lifestyle as reasons for abstention.
Despite the growing trend, almost 60 percent of adults in England still admit to drinking alcohol on a weekly basis, according to Alcohol Change UK.
Statistics pulled by KAM Insight and The Mid Strength Collective claim that 50 percent of those who do enjoy a tipple would rather sup on two drinks with lower ABVs than a single full-strength option while at the pub.
Todd Ashmann, president of Goose Island, has said that the rise of the mid-strength drinking category is potentially down to society’s obsession with moderation.
He added to Food & Wine that people just ‘want to be social’, meaning that by reaching for 2 percent beers over tequila shots, people can elongate their night and the time spent with their friends.
Interestingly, it is younger people spearheading the movement, with 71 percent of 25-34-year-olds on board with discovering more balanced ways to drink, as per research.
Other people leading the charge include: parents who want to avoid hangovers on the school run, social sports fans, and athletes who enjoy running and cycling.
“Ultimately, moderation does not have to be a binary choice between drinking and not drinking,” Laura Willoughby, founder of Club Soda and the UK’s leading expert in low, no and mid-strength alcohol drinks, told Luxury London.
Benefits of mid-strength 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.”
By choosing beverages that sit in the 2.5 to 3.5 ABV range, consumers can still indulge without the calorific and dehydrating side effects that are synonymous with high-ABV booze.
Of course, there’s still the chance that you may experience a hangover, but it’s less likely than if you were to down multiple drinks with 4.5-5 per cent ABV.
Swapping from high-strength to mid-strength liquor may also help with weight management, as well as liver function and sleep.
However, it’s important to remember that the World Health Organisation (WHO) has stated that there is generally ‘no safe level of alcohol consumption.
The NHS advises men and women not to drink more than 14 units a week on a regular basis, and that the habit is spread over three or more days to avoid bingeing.
How the mid-strength drinking category can grow
Despite the hype, mid-strength boozing is very much in its infancy—but that doesn’t always have to be the case.
Writing for Foodbev Media, Willoughby said that improving menu placement, training barteners to reccomend lower ABV products, and ensuring clear visibility at the bar can significantly boost sales.
“By making mid-strength alcohol a visible and attractive option, hospitality businesses can create an environment where customers feel comfortable moderating their drinking while still participating fully in social occasions,” she alleged.
“This approach not only increases order volume but also builds customer loyalty and encourages repeat visits.”
For brewers, it’s very much a trial-and-error moment, with ingredient choices being the key to success, according to Lincoln Beer Co. brewer Patrick Dunn.
“Brewing at 2 to 3% ABV is unforgiving,” he admitted to Food and Wine. “Ingredient choice is paramount.”
Speaking about the brewery’s Small Beer’s lineup, Dunn revealed premium Pilsner malt was utilised to ‘get a sophisticated, light biscuit flavour’ while Mosaic hops were employed to ‘cut the sweetness while adding an herbal, berry touch.’
Willoughby also said that supermarkets should start offering a good selection of mid-strength beers, as well as wine, cider, and spirits.
“Many shoppers struggle to find these products on shelves, with only 43% saying they find mid-strength beers easy to locate in supermarkets,” she added.
Ella Scott