The mid-strength Collective. How these 12 brands are coming together to help spread the word of this exciting new category with great potential but little exposure.

ON THE SHOW
0:00 Intro
2:28 Why is mid-strength important?
3:18 Why we are choosing to moderate
4:55 Across the ages
6:20 How we're moderating
7:09 Coasting
8:06 Going for two is the new going for one
8:53 Why and when we're choosing mid-strength
11:03 Work drinks
12:52 The mid-strength challenge
14:31 Do drinkers actually want mid-strength drinks?
17:07 Mid-strength on pubs & bars
19:25 What drinkers want from mid-strenghth
21:57 Mid-strength ABVs
25:10 The mid-strength collective brands
  

EPISODES MENTIONED
#63 FAQ: What exactly are zebra striping and bookending (& do they work)?
#56 What does ABV mean? (and how does it affect low/no drinks?)
#21 Decem: From MasterChef finalist to 10% Spirit Distiller
#46 Double Dutch mixers: supporting low/no drinkers & women in hospitality
#34 Making a 6% red wine with founder Russell Lamb
#16 Exploring light-spirits with Quarter Proof 12% spirits
#41 Session Gin: A 25% gin for the modern drinker

THE COLLECTIVE
Brisk*
DECEM
Double Dutch*
Hayman’s*
6Percent
Maison Sassy*
Quarter Proof*
Session Spirit
Shandy Shack*
McGuigan Wines*
The Gentle Wine
Small Beer*

GET THE REPORT 

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