In the last year, UK demand for mid-strength wines – which have a typical strength of between 5-9% ABV – has soared by nearly 100%, according to retail analysts Nielsen and Tesco is taking advantage of the new trend by launching five mid-strength wines.
The move to mid-strength wines follows two record-breaking years for no and low alcohol across the board, with Tesco seeing demand grow on a monthly basis and it is now considering widening the range.
According to a new retail report called The Mid Strength Opportunity, 50% of consumers would rather have two mid-strength drinks than one strong one if they were “just going to the pub for one”. With 13% of consumers are already ‘coasting’ or drinking mid-strength drinks for the entirety of their social occasion in order last the occasion
Tesco wine buyer Steve Garwood said: “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.” Adding, “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.”
Julian Dyer, Chief Operating Officer for McGuigan Wines UK & Europe said: “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.”
