Overview: The drinks giant Diageo has introduced mid-strength versions of its Captain Morgan spiced rum, Gordon’s gin, and Smirnoff vodka brands within the UK market. These three 20% ABV offerings aim to capture the growing moderation trend while maintaining the mouthfeel and intensity associated with full-strength counterparts.
The Full Story
Regular spirits typically maintain an alcohol by volume (ABV) higher than 40%, whereas these new products hover around the 20% mark. Diageo classifies them as spirit drinks rather than spirits due to the lower ABV, with a recommended retail price of £15, approximately $28 Australian dollars. The company cites health, wellness, and affordability as primary drivers behind moderation behaviors such as zebra striping and coasting, where drinkers switch to lower-ABV options over the course of an occasion. Additionally, the growth of earlier, more relaxed get-togethers creates space for mid-strength options to provide consumers with the choice of lighter, longer serves.
Steven Grasse, creator of Hendrick’s Gin, expressed skepticism regarding the approach on LinkedIn. He questioned whether diluting regular proof rum or gin is necessary compared to simply mixing less alcohol in a drink with more mixer. Grasse noted there is a need for lower-proof spirits but suggested creating a unique story and liquid would be a better path. Meanwhile, Tahli Watts launched ENOUGH last year, Australia’s first range of mid-strength spirits including vodka, gin, and agave at 22% ABV. Watts stated the goal was to create something that fits into real lives and helps people make healthier choices without missing out.
Brand & Industry History
Diageo is a drinks giant entering a space where craft distillers in the UK and US have been dabbling for the past few years. The launch follows the precedent set by Tahli Watts, who launched ENOUGH last year as Australia’s first range of mid-strength spirits.
What This Means
Health, wellness, and affordability are all driving forces behind moderation behaviours such as zebra striping and coasting. Diageo noted that earlier, more relaxed get-togethers are creating a space for mid-strength options to provide consumers with the choice of lighter, longer serves.
Consumer Takeaway
This release offers drinkers a proposition that reflects the increasingly flexible way consumers approach alcohol. The 20%-ABV range is designed to create a new space between existing alcohol categories, combining the familiarity of some of Diageo’s best-known brands with a choice of lighter, longer serves.
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