Sales of mid-strength wines have surged sharply in the United Kingdom, reflecting a growing trend among consumers toward moderation rather than abstinence. Data from online supermarket Ocado shows a 151% year-on-year increase in mid-strength wine sales, prompting the retailer to expand its range more than threefold over the past year. Searches for mid-strength drinks have also surged by over 400% in the last two years, with many consumers purchasing full-strength, mid-strength, and alcohol-free beverages together, indicating a shift away from the traditional binary view of drinking.
Similar trends are evident at Sainsbury’s, where searches for "mid-strength white wine" have doubled compared to the previous year. Shauna Clark Fitzpatrick, buying manager at Ocado Retail, noted that “moderation is the trend, rather than pure abstention,” with drinkers increasingly seeking options that offer lower alcohol content.
The rise in mid-strength wines is supported by advancements in production technology. Historically, reducing alcohol in wine compromised its flavor profile because alcohol contributes to aroma, body, and texture. Producers often added sugar to compensate, but modern techniques have improved the quality of lower-alcohol wines.
Brands like 6Percent and Wednesday’s Domaine use dealcoholisation technologies such as vacuum distillation and alcohol removal followed by blending. Luke Hemsley, founder of Wednesday’s Domaine, highlighted that production methods have evolved in response to consumer demand. However, Simon Stannard, director of policy at the Wine and Spirit Trade Association, points out that the regulatory framework has not fully kept pace with technological developments. Currently, only methods like spinning cone columns and reverse osmosis are officially recognized for wines, while vacuum distillation—used by some producers—results in products legally classed as “wine-based drinks,” since UK law requires a minimum of 8.5% alcohol by volume (ABV) for a beverage to be labeled wine.
Some producers prefer creating naturally lighter wines rather than using dealcoholisation. Tom Benn, founder of Future Château, sources grapes from cooler vineyard sites in northern Victoria, Australia, allowing the production of wines with lower alcohol content without compromising taste. Benn argues that lighter wines reflect historical norms, noting that the typically higher alcohol content of modern wines is a relatively recent development.
Consumer profiles for mid-strength wines vary. While some attribute the trend to younger generations, Ocado's data show that shoppers of all ages—particularly women in their 30s to 60s and men in their 50s and 60s—are embracing these options. For example, women aged 40-65, many post-menopause, have turned to naturally lighter wine for health and tolerance reasons.
The shift in consumer behavior coincides with English Wine Week, offering potential opportunities for British producers. Ocado’s Fitzpatrick remarked that the cooler English climate supports the natural production of wines with 6% to 7% ABV, characterized by vibrant acidity and aromatics at lower sugar levels. This environmental advantage, coupled with changing consumer attitudes toward alcohol, positions English winemakers to capitalize on the growing market for moderate alcoholic beverages.