M&S Expands Lower-Strength Beer Portfolio as Consumer Demand for Alcohol Moderation Grows

M&S Expands Lower-Strength Beer Portfolio as Consumer Demand for Alcohol Moderation Grows

(IN BRIEF) Marks & Spencer is expanding its mid-strength alcohol range with the launch of four new lower-strength own-label beers across its UK Foodhall stores. The products, ranging from 2.8 percent to 3.2 percent ABV, include two shandies and two table beers aimed at consumers seeking more moderate drinking options during social occasions. M&S said the expansion increases its mid-strength beer, wine and spirits range by 25 percent as consumer demand for moderation and health-conscious alcohol choices continues to grow. The retailer also linked the launch to its broader health and transparency strategy, including its recent decision to include alcohol within food sales reporting metrics.

(PRESS RELEASE) LONDON, 7-May-2026 — /EuropaWire/ — Marks & Spencer is expanding its lower-strength beer offering this summer as changing consumer habits and growing health awareness drive increased demand for alcohol moderation products across the UK retail market.

The retailer announced the launch of four new own-label beers with alcohol content ranging from 2.8 percent to 3.2 percent ABV, which will be available in M&S Foodhalls nationwide. The additions include Lemon & Lime Shandy and Raspberry Shandy varieties at 2.8 percent ABV, alongside a Pale Ale Table Beer and Lager Table Beer at 3.2 percent ABV.

According to M&S, the launch expands its broader mid-strength alcohol portfolio across beers, wines and spirits by 25 percent, reflecting growing customer interest in products that offer lower alcohol content while maintaining taste and social appeal.

The company cited consumer research indicating that moderation is becoming increasingly common among UK consumers, particularly during the summer season. Research referenced by the retailer showed that nearly one-quarter of consumers are more likely to choose lower-strength alcoholic drinks during warmer months, while a growing number of consumers regularly opt for low- or no-alcohol alternatives throughout the year.

Health concerns were identified as the primary factor influencing moderation habits, with the majority of surveyed consumers saying health considerations are driving efforts to reduce alcohol consumption.

Caroline Thompson-Hill said customer attitudes toward alcohol consumption are evolving, with many consumers seeking greater control over drinking habits rather than eliminating alcohol entirely. She noted that social activity often increases during the summer period, creating demand for products designed for longer and more moderate social drinking occasions.

According to Thompson-Hill, the newly launched beers were developed as “sessionable” options that provide the taste experience customers expect while offering lower alcohol content.

M&S said the new products are intended to complement its existing no- and low-alcohol portfolio rather than encourage increased alcohol consumption. The retailer also noted that although mid-strength alcoholic beverages still represent a relatively small share of the broader drinks market, interest in these products continues to grow as consumers seek more flexible drinking choices.

The launch also aligns with the company’s wider health and transparency strategy. Earlier in 2026, Marks & Spencer announced it would voluntarily include alcohol sales within its food sales reporting metrics, a move the retailer said reflects the importance of providing customers with clearer information about the health impact of alcohol consumption.

The expansion of mid-strength and moderation-focused product ranges comes amid broader shifts within the beverage and retail sectors as producers and retailers respond to evolving consumer preferences around wellness, lifestyle and responsible drinking.

The new beers will be available throughout the summer across M&S Foodhall locations nationwide.

Media Contact:

Corporate.Press@marks-and-spencer.com
Telephone: 020 7935 4422

SOURCE: Marks and Spencer