M&S is expanding its lower‑strength beer range this summer, introducing four new own‑label beers at 2.8%–3.2% ABV in Foodhalls nationwide.
Consumer demand for moderation is rising, with almost a quarter of UK customers choosing lower‑strength drinks more often in summer*, driven primarily by a desire to protect their health**
The launch increases M&S’s mid strength offer across beers, wines and spirits by 25%, supporting customers who want more choice across no, low and mid‑alcohol options
The move follows M&S’s voluntary inclusion of alcohol in food sales reporting, reflecting the retailer’s focus on transparency and health impacts
M&S is doubling its mid‑strength beer range this summer, responding to changing consumer attitudes towards alcohol and growing demand for moderation, particularly during warmer months.
From this week, M&S Foodhalls will stock four new own‑label beers with reduced alcohol content: Lemon & Lime and Raspberry Shandies at 2.8% ABV, alongside a Pale Ale Table Beer and a Lager Table Beer at 3.2% ABV. The additions increase the retailer’s mid‑strength range across beers, wines and spirits by 25%.
Consumer research indicates that alcohol moderation is becoming increasingly common. Almost a quarter (24%) of UK consumers say they opt for lower‑strength alcoholic drinks more often in summer compared with the rest of the year, while one in six (16%) say they regularly choose low‑ or no‑alcohol drinks all year round*. Health is the primary factor driving these choices, with 76% of consumers citing it as the main reason for limiting alcohol consumption**.
Although mid‑strength beers currently account for a small proportion of the beer, wine and spirits market, interest in lower‑ABV drinks that allow people to pace consumption across longer social occasions is growing. The new beers are designed to sit alongside the existing no and low‑alcohol range, offering customers greater choice rather than encouraging increased consumption.
Caroline Thompson‑Hill, head of beers, wines andspirits at M&S, said: “We’re seeing a clear shift in how customers think about alcohol. 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. That’s why we are bringing out four, truly “sessionable” beers which offer the same great taste, at lower strengths.”
The launch builds on M&S’s broader approach to health and transparency. Earlier this year, the retailer announced it would voluntarily include alcohol within its food sales reporting, recognising the impact alcohol consumption can have on health and the importance of clear information for customers.
The new lower‑strength beers will be available nationwide in M&S Foodhalls throughout the summer.
*Vypr, April 2026
**76% say health is a top driver for limiting alcohol consumption, Mintel
