Less alcohol, more flavor: the trend towards mid-alcohol drinks

By Ken KomiyaJuly 03, 2025

As pessoas de diferentes idades bebendo bebida alcoólica

Introduction: A new way to drink

In recent years, a new movement has been gaining momentum in the world of alcoholic beverages: the rise of mid-alcohol drinks . These are a middle ground between traditionally alcoholic products (with high ABV) and alcohol-free or very low-alcohol options .

With consumers increasingly aware of their health, well-being and consumption experience, the mid-alcohol category presents itself as a balanced alternative: it offers flavor, lightness and pleasure without the side effects so common to excessive consumption.

In this article, we'll explore the hard data supporting this trend, explain the concept, showcase the latest research, and how brands like Quetzalli can strategically position themselves to capture this new market.

What are mid-alcohol drinks?

The acronym ABV (Alcohol By Volume) represents a drink's alcohol content as a percentage. A traditional spirit like vodka, gin, or tequila typically has between 35% and 45% ABV. On the other hand, wine typically has around 12% ABV, and beer, between 4% and 6%.

Mid -alcohol drinks occupy an intermediate space:

Beers: 2.5% to 3.5% ABV
Wines: 5% to 9% ABV
Ready-made cocktails (RTD): 6% to 15% ABV
Mixed spirits and liqueurs: up to 20% ABV

These drinks are designed to provide enjoyable social experiences with a lower risk of intoxication, hangovers, or discomfort. The goal is to maintain the flavor, ritual, and pleasure of drinking—but with less impact on the body.

What does the data say about this trend?

International studies point to a significant change in consumer behavior regarding alcohol:

1. Growing adoption among young people and conscious adults

According to a report by KAM Insights , more than half of UK consumers say they would prefer two moderate-strength drinks to one traditional alcoholic drink at social gatherings.

Additionally, a Session Spirit survey showed that 66% of respondents were open to the "mid-strength" category, and 50% said they would deliberately choose these options in social occasions.

2. Health and well-being factors as purchasing decision-makers

Among the reasons for this choice, the following stand out:

38% cite liver health as a priority;
25% mention weight control ;
15% are concerned about mental health ;
Others report improved sleep quality and better performance the next day.

3. Consolidated market data

According to IWSR (International Wine and Spirits Research) , the global market for reduced alcohol content beverages (no/low/mid) is growing at a rate of 4% per year .

Specifically, the RTD ( Ready to Drink) beverage category , which generally falls within the 5% to 15% ABV range, is projected to grow at an even faster pace, especially among Gen Z consumers.

Why is mid-alcohol ideal for Gen Z and Millennials?

Today's young adults are very different from previous generations when it comes to alcohol. Several studies show that Generation Z consumes alcohol less , in a more planned way , and seeks out meaningful experiences .

Features that connect with mid-alcohol:

They value authenticity and label transparency
They seek sustainable options with less impact on health
They consume at home or at casual events
They care about their image on social media

Mid -alcohol drinks are perfect for this profile: they offer a light taste, allow for prolonged consumption at events, and give more control over the effects of alcohol on the body.

RTD, RTS and the versatility of home consumption

With the growth of home consumption, RTD (Ready to Drink) and RTS (Ready to Serve) formats have gained prominence. These are ready-to-drink beverages that require only refrigeration and serving. They combine convenience, flavor, and controlled dosage.

Quetzalli, for example, offers cocktails with Brazilian fruits and selected spirits with ABV between 15% and 17% — a proposal that flirts directly with the mid-alcohol concept, especially in single doses or served with ice.

Benefits of ready-made formats:

Avoid waste
Control the alcohol content
They favor the sensory experience
They facilitate consumption outside the bar environment

The difference between no-alcohol, low-alcohol, and mid-alcohol

Category	ABV Range (%)	Main Features
No Alcohol	0% to 0.5%	Flavor without alcoholic effect
Low Alcohol	0.5% to 3.5%	Extremely light, easy to combine with food
Mid Alcohol	3.5% to 15%	Balance between flavor and moderation
Full Strength	15% to 40%+	Traditional drinks with a high content

This new segmentation not only favors conscious consumption, but also allows consumers to experience more variety , with more control and with less impact the next day .

The role of mid-alcohol in social events

One of the great advantages of mid-alcohol is its social versatility . At corporate events, graduations, get-togethers with friends, or family barbecues, the idea is clear: to allow everyone to enjoy the flavor and ritual of the drink, without overdoing it.

Examples of use:

Tastings and gift kits with 15% ABV
Individual party drinks that avoid open bottles or leftovers
Themed cocktails with fruits and low alcohol content
Long-term events , such as festivals, that need control

Opportunities for Brazilian brands

Brazil is still a growing market in this segment. Brands like Quetzalli can take the lead with mid-alcohol products that excel in:

Clean label (no preservatives or artificial colors)
Informative labels (highlighting ABV and natural ingredients)
Sustainability in packaging
Educational campaigns on conscious consumption

Final considerations

The mid-alcohol drink trend is more than a passing fad. It reflects a profound cultural shift : drinking less doesn't mean giving up pleasure, but rather appreciating it with greater awareness, flavor, and longevity.

Brands that understand this will come out ahead. And consumers who embrace this experience may discover a new way to toast life—with less alcohol, more flavor, and more good memories to cherish.