M&S has added more than 80 new lines in a major shake-up of its own-label and branded booze offer.
The refresh places a greater emphasis on lower-strength beers, as well as agave-based spirits and larger formats.
Amid growing consumer demand for moderation, M&S’ mid-strength offer across beer, wines and spirits has grown by 25%, with the launch of four new own-label beers between 2.8% and 3.2% abv.
The new mid-strength brews comprise Lemon & Lime and Raspberry Shandies at 2.8% abv (rsp: £1.70/330ml), alongside a Pale Ale Table Beer and a Lager Table Beer at 3.2% abv (rsp: £1.90/330ml).
In low & no, M&S has also added an own-label Alcohol-Free Lime Margarita (rsp: £2/250ml) and Infinity, a 0.0% abv spirit produced by Welsh gin brand Cygnet (rsp: £32/70cl).
Nearly one in four (24%) UK consumers were now opting for lower-strength drinks in the summer, with one in six (16%) regularly choosing low or no‑alcohol drinks all year round, M&S said, citing Vypr survey data.
“We’re seeing a clear shift in how customers think about alcohol,” said M&S head of BWS Caroline Thompson‑Hill. “Many people aren’t looking to stop drinking altogether, but they do want more control over how much they drink, particularly during summer when social occasions tend to increase.”
Agave push
With agave-based spirits such as tequila growing in popularity, M&S has introduced Tequila Spritz and Tequila & Tonic RTDs (rsp: £2.50/250ml) as well as a three-pack of tequila-based canned cocktails (rsp: £10/3x150ml) and a Sparkling Elderflower & Yuzu Margarita (rsp: £12/50cl) under its The Marksologist brand.
“We’ve seen the popularity of tequila skyrocket in recent years and with tequila cocktails topping the trend lists for 2026, we’re expecting an even bigger year ahead,” said Jenny Rea, lead product developer for cocktails and spirits at M&S Food.
M&S has also debuted its own Casa 1884 tequila brand, and listed Del Suelo Espadin Artesanal Mezcal in 231 of its stores. The agave-based spirit (rsp: £45/70cl) is made in Oaxaca, Mexico using low-intervention production methods and promises “mineral flavours and notes of citrus, orchard fruit and spice”.
“Del Suelo is a brand with genuine credentials, combining provenance, quality and a compelling story that resonates strongly at shelf and builds consumer trust,” said Giota Polizoudi, senior spirits buyer at M&S. “It aligns seamlessly with our purpose to bring the ‘magic of M&S’ to every customer through exceptional quality, value, service and innovation.”
In wine, M&S has launched three new bag-in-box products, alongside duo of organic wines from Vinca in aluminium bottles to tap rising demand for larger and more sustainable formats.
“We’re always looking for ways to offer customers great quality wine with a lower environmental footprint,” M&S wine buyer Harriet Coates said. “Vinca’s aluminium bottles are an innovative step forward, combining strong sustainability credentials with wines that deliver on flavour and quality.”
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