Small Beer, the UK’s original mid-strength brewer, is excited to announce the launch of its first-ever 4-pack offering in the UK, available exclusively in Marks & Spencer (M&S) from 18th June. The new product launch will feature Small Beer’s popular Lager (2.1% ABV) and Hazy (2.6% ABV) beers in convenient 4-packs, RRP £7.50, bringing the brand’s brews to 450 M&S locations across the UK. The new partnership with M&S will more than double Small Beer’s existing retail distribution in the UK, making mid-strength beer more accessible to customers than ever before.
The collaboration aims to meet the growing demand for more balanced drinking choices offering a grab and go option for mid-week enjoyment. With M&S’s reach, Small Beer will tap into a broader convenience market, catering to a modern drinker looking for a great tasting beer that it more aligned to their lifestyle.
Recent YouGov data supports the increasing shift towards mindful drinking, especially among younger consumers. More than a third of 25-34-year-olds reported actively seeking to reduce their alcohol intake due to the negative effects the following day. Furthermore, when given the choice, more than 37% of adults aged 25-55+ said they would prefer a 2-3% beer, compared to just 29% who would opt for a 4-5% beer. This change in preferences reflects a growing consumer desire for lower alcohol options that don’t sacrifice flavour or enjoyment, a trend that Small Beer has been at the forefront of for the past eight years.
Rob Grimes, M&S beer buyer said: “Mid-strength beer is such an exciting category and one that is meeting the lifestyle demand of so many of our customers. We believe that this is a trend that’s here to stay, and we know consumers are increasingly mindful of their alcohol intake but don’t want to sacrifice on flavour, experience or enjoyment. This shift in drinking behaviours is why we’re launching Small Beer at M&S – we’re thrilled to have them on our shelves as we know their quality and values align with our own. It’s an exciting time for innovation within the drinks category and these are pioneering beers for a modern drinker.”
The founders of Small Beer, James Grundy and Felix James, echoed this sentiment, commenting: “We’re witnessing a clear shift in how people approach drinking. As lifestyles evolve, consumers are prioritising well-being without sacrificing the enjoyment of social occasions. More and more, people are turning to mid-strength beers that offer balance – full taste without the heavy alcohol impact. Small Beer was created to meet this demand and provide a refreshing alternative that fits the modern drinker’s values. Partnering with M&S is a big moment for us, allowing us to bring our beers to even more people who want to enjoy the benefits of drinking at a mid-strength ABV.”
Small Beer’s commitment to producing high-quality mid-strength beers that are full of flavour, yet lower in alcohol, aligns with a wider trend that’s being seen across the drinks industry. With the new 4-pack offering, the brand is proud to support consumers who want a more balanced drinking experience without sacrificing taste, all the while contributing to the ongoing conversation about mindful drinking and healthier lifestyle choices.
The partnership with M&S marks an exciting new chapter for Small Beer as they continue to pioneer the mid-strength category, skilfully crafting beer for a modern audience that are big in flavour and mid-strength in ABV.
