Mid-strength spirits brand Quarter Proof has secured its first supermarket listing, with Sainsbury’s.
The listing, for its 15% abv gin alternative and across 111 stores nationwide, is the first time a mid-strength spirits brand has been stocked across a major multiple.
London Dry (rsp: £25/70cl) offered a “citrusy, floral, and juniper-led profile” and delivered “a full-flavour gin experience with less alcohol”, Quarter Proof said.
It was “ideal for a lower-abv gin and tonic or negroni”, the supplier added.
It comes after a recent report by Ocado revealed sales of so-called mid-strength alcoholic drinks at the online retailer had climbed 71% over the past two years. Searches for mid-strength products, meanwhile, have soared by 400%.
“We created Quarter Proof to offer a third way of drinking and offer people more flexibility in how they moderate their alcohol consumption without compromising on flavour or experience,” said Quarter Proof co-founder Rohan Radhakrishnan. “Being on supermarket shelves makes that choice more accessible, whether it’s for a mid-week drink or occasion.”
Quarter Proof was founded by Radhakrishnan and Fabian Clark in 2021. Initially, it offered 12% abv alternatives to gin and tequila, but upped the strength of its products in 2024 to be able to legally refer to the products as spirits.
There is no universally agreed definition for mid-strength alcoholic drinks, although beers and ciders are typically between 2%-3% abv, with wines at around 6%-9% abv and spirits at 15%-20% abv.
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