London march spotlights rising mid-strength category

The campaign led by 6Percent, Small Beer and Quarter Proof combined a London march, pop-up bar and retail push to spotlight the fast-growing mid-strength category.

Three drinks brands joined forces last weekend (28th February) to promote the mid-strength category through a consumer-facing marketing campaign that combined a public march through London, experiential activations and a retail launch.

Led by 6Percent, Small Beer and Quarter Proof, the initiative formed part of the second annual Mid-Strength March, designed to encourage consumers to explore drinks with lower alcohol levels while maintaining flavour and quality.

The campaign sought to position mid-strength products as a middle ground between full-strength and no and low options, as consumer interest grows in more moderate drinking habits.

Mid-Strength ‘March’ across London

As part of the campaign, the three brands staged a public march across London on Saturday 28 February. The event began at Paternoster Square near St Paul’s at 11am and concluded at the National Theatre on the South Bank at 2pm.

A brass band and a group of supporters accompanied the march, which aimed to bring visibility to the mid-strength movement and highlight moderation, connection and community.

At the finishing point, the organisers launched what they described as the UK’s first Mid-Strength Bar outside the National Theatre. Visitors were able to sample cocktails, wines and beers with reduced alcohol levels, demonstrating how mid-strength drinks can deliver “all the flavour and the fun, without writing off the next day”.

Discovery bundle and retail push

Alongside the experiential campaign, the brands introduced a Mid-Strength Discovery Bundle through MidStrengthDrinks.com, described as the UK’s only dedicated mid-strength retailer.

Priced at £52, the bundle includes a bottle of 6Percent Sauvignon Blanc, a bottle of Quarter Proof London Dry, two Small Beer Lager bottles and two Small Beer Ale bottles.

The campaign also coincides with a retail milestone for 6Percent, which is set to launch with online retailer Ocado in the coming days.

The brand’s Red Merlot Cabernet Sauvignon 2024 and White Sauvignon Blanc 2024 went on sale via Ocado in early March, each priced at £15.99. The launch also introduced redesigned labels clearly marked with a vintage, alongside what the brand described as an improved recipe designed to deliver full flavour at 6% ABV.

Responding to changing drinking habits

The brands behind the campaign argue that mid-strength drinks are gaining traction as consumers look for greater flexibility in how and when they drink.

The rise of “coasting” — defined as enjoying the same number of drinks but with less alcohol — is one example. According to KAM Insights 2025, 13% of consumers have adopted this approach.

Interest is also emerging within hospitality. Quarter Proof has recently appeared on menus at Soho House Group.

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.”

Gabriella Lamb, co-founder of 6Percent, highlighted the category’s retail potential. She said: “Mid-strength wine offers greater choice for people who want to moderate their drinking and fit it into their lifestyle on their own terms. A recent KAM report shows that 42% of shoppers are interested in buying mid-strength products, yet only 12% find them easy to locate in stores. That’s why we’re so thrilled that Ocado is listening to consumers and adding our premium wines to their range. By improving accessibility, we hope to help bring mid-strength into the mainstream.”

Ocado buyer Shauna Clark Fitzpatrick added: “We’re seeing growing demand from customers who want more flexibility in how and when they drink, without compromising on quality or flavour. Mid-strength wine plays an important role in offering a lighter alternative that still delivers the ritual and enjoyment of wine. 6Percent brings a genuinely premium approach to this space, and we’re excited to add their range to our mid-strength offering as the category continues to grow.”

For the three brands behind the campaign, Mid-Strength March was designed to challenge the traditional “all-or-nothing” drinking mindset and promote moderation while maintaining the social rituals associated with alcohol.

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