What's Bigger Than Zero-Alcohol? The Mid-Strength Revolution Is Finally Having Its New Zealand Moment.

With less alcohol, more flavour and plenty of options - what if mid-strength just hits harder for the modern drinker?

For the past few years, the drinks world has been dominated by a single, powerful conversation: zero-alcohol. We've seen a staggering rise in no-and-low-ABV beers, wines, and spirits, primarily in response to global trends toward mindful consumption and wellness, and ever-present economic pressure. But for many, zero-alcohol options have overdelivered on virtue and left the taste of compromise in your mouth; sacrificing flavour and texture in a choice driven by abstention rather than palate*.

Mid-Strength is a Revolution, Not a Compromise

The good news? We’re finally seeing the industry here in New Zealand respond with mid-strength alcoholic products that don’t compromise on flavour or process.

Enter Lovers Light from Dunedin-based Sandymount Distillery, the first NZ-made mid-strength juniper-forward spirit that can stand up as a lighter option for the gin stalwarts. And while Sandymount is first to take on the mid-strength juniper stakes, they won’t be the last with another world-recognised distillery hot on their heels to corner the mid-strength market.

I was at Sandymount Distillery (more on that another time) as the final recipe was heading into bottling and production just two weeks ago. At 24% abv (alcohol by volume) you can call it delicious—but you definitely can’t call it gin.

For distiller Richard Wilson, the challenges of making a commercially viable mid-strength spirit started with carrying enough flavour for punch and cut-through. Alcohol is what provides the structure and texture for flavour to balance on in traditional full-strength spirits. Achieving the same result of balanced flavour and punch with less alcohol, requires skill, finesse and creativity.

"Making this was a lot of fun, it was really challenging to get a low alcohol option that didn't compromise. But it paid off and we really love it. So many people had asked us for this mid strength option, so it was worth the work,” says Wilson.

That balance came with careful attention to creating body in the spirit and the additional infusion of cucumber. While cucumber can be divisive among some (think Hendricks Gin), with Lovers Light it delivers a crisp, clean counterpoint to the botanical mix.

Wilson and his team started with the multi-award winning Lovers Leap gin as a flavour guide, building a lighter variation that works with soda, tonic and gives bartenders room to play in cocktail executions.

What did I think? Look, it’s delicious. I prefer the serve with soda over tonic, so the delicate structure isn’t overwhelmed too much (depending on your choice of tonic!). The freshness of the cucumber and balance of body to botanicals was right on point. The botanical mix doesn’t get too out of whack here, Richard has kept it simple and tight with coriander and enough piney resin to satisfy the brief. It’s a gin-light expression that feels completely sessionable. Solid 8.5/10 and if you are happy with some alcohol vs zero — you will find it a more satisfying quaff than almost every zero-alcohol drop I’ve touched. It’s all dependent on what you’re looking for.

What are mid-strength drinkers looking for?
Mid-strength spirits, typically bottled between 20-30% ABV, are surging globally for three key reasons, and an increasingly sophisticated consumer.

First and foremost, it's about flavour. While zero-proof brands have made incredible strides in providing options, they often struggle to replicate the bite, texture, and complexity that alcohol provides. Mid-strength spirits, by contrast, retain a crucial textural element, designed from the ground up to deliver balanced, full-bodied flavour at a lower proof. The key here is maintaining balance at a lower-proof which can still mean lighter body and flavour.

Secondly, this trend is a direct reflection of our evolving relationship with alcohol. The modern drinker isn't necessarily sober-curious; they are moderation-minded. demonstrated in most recent reports of consumer data. Data from industry insights groups like the IWSR confirms this: consumers are actively seeking ways to pace themselves while still enjoying the full ritual of a well-made drink. This is even more relevant in a market where consumers are still learning how to go out for a drink instead of drinking at home.

The post-Covid cleanse is done and consumers want options without overdoing it. A mid-strength juniper highball allows you to have a second or third drink, lingering at a bar with friends without feeling the pressure of full-ABV consumption.

And finally, the cocktail world has options for the moderation-minded consumer that still make sense behind the bar, as well as on the retail shelf. Mid-strength spirits are a bartender’s dream. They are the perfect base for creating sessionable, lower-alcohol cocktails - from light spritzes to nuanced highballs - that are perfectly balanced and less overwhelming but the right mid-strength spirit can stand up to non-carbonated cocktails too.

While zero-alcohol options can require a unique set of techniques and training, mid-strength options only ask for balance and flavour innovation from your local bartender. They offer an option that sits between a full-strength classic and a zero-alcohol option that depends on carbonation for texture or elaborate house-made ingredients.

Far from the binary choice of full-strength or nothing, Lovers Light is perfect for consumers who are looking for something in the space between Lyre’s, Seedlip, Ecology, Terps&Co. and regular full-strength offerings. In the UK, Quarter Proof and Session Spirits both offer compelling product ranges but it’s worth noting that the mid-strength momentum is almost entirely focused on white spirits - think gin, agave and vodka. Speaking of, Wilderkin Spirits have released a potato-based vodka at 27% abv, flavoured with Kiwi.

And it’s worth mentioning that with lower alcohol content, can come a lower price point (think $45.99). With producer tax implications reduced and trade-pricing more affordable than some comparable zero-alcohol options, I’m optimistic that NZ-made mid-strength products will find ample space in restaurants, hotels and your local neighbourhood bar.

And while mid-strength spirits have been growing globally, there are no real signs of concern for those much-loved zero-alcohol options. Perhaps the most truly innovative commercial play in the sector in some time, mid-strength spirits mirror the mid-strength beer market in carving out a sector all to themselves. And about damn time.

*I’d assert here that the exception proves the rule. Not all zero-alcohol options are created equal and I remain a huge fan of NON for a non-alcoholic, non-wine option, Lyre’s for a cocktial options if I can pfaff about for a hot minute and water is still, well…. an essential. Flavour trumps all, with good texture.