New Findings from Sprits Brand Mermaid Reveals a Nation Exploring Lower-Strength Drinks and Cocktails
The data reveals a shift towards moderation, with flavour-led, lower-strength cocktails emerging as the preferred choice for mindful drinkers.
- Nearly 1 in 2 Brits (47%) have never taken part in Dry January, while a further half don’t set New Year’s resolutions related to reducing alcohol consumption at all
- Findings suggest that alcohol related resolutions are often hard to sustain, with the average Dry January drop off point being January 10th
- For the near quarter (23%) that prefer a lower ABV cocktail, almost two in five (39%) find them hard to find, leading Mermaid to debut ‘Low Tide’ serves – mindfully crafted, low-ABV cocktails
New research from Mermaid, an Isle of Wight spirits producer, reveals that British drinkers are moving away from an “all-or-nothing” attitude to alcohol, instead embracing more mindful, flavour-led drinking occasions.
As Dry January comes to a close, the latest data from Mermaid reveals a shift toward a more modern, mindful way of drinking. Almost half of UK adults (48%) say they have never taken part in the alcohol-free initiative, and half (50%) don’t set any New Year’s goals around drinking at all – pointing to a growing preference for moderation over restriction
For those who participate in Dry January, the research shows that commitment often fades early. On average, Brits have their first alcoholic drink by January 10th, with nearly three in five (57%) dropping off before this point. This pattern is reflected across major UK cities – from just day three in Leicester, day seven in Manchester and day ten in London, compared to over three weeks in Belfast. Despite this, three in ten (30%) respondents say they continue with Dry January even after having a drink, demonstrating a need for flexibility between rigidity and more modern drinking habits.
Mermaid research indicates that while three quarters (77%) of people have not fully committed to Dry January, many are taking a more flexible approach to the initiative. Almost a quarter of respondents (23%) are not forthcoming in sharing when they’ve had a drink, one in seven (14.3%) tend to steer clear of the topic, and a similar proportion will still say they are taking part in Dry January despite having had a drink – reflecting a relaxed and individual approach to the month.
Many are looking to shift to an intentional mindset when it comes to drinking habits, rather than cut alcohol out entirely. Nearly a third of respondents (31%) say they are actively trying to be more mindful about how and when they drink and just over a third (35%) report they only consume alcohol occasionally compared to last year. The trend is most pronounced among younger drinkers, with Gen Z (45%) and Millennials (40%) the most likely to participate in Dry January pointing to a more flexible, balanced approach.
This increasing focus on moderation is creating opportunities for lower-strength drinks to take centre stage. According to Drinkaware’s recent report, the popularity of lower-alcohol options has grown from 25% to 33% between 2018 and 2025. Mermaid’s research equally reflects this trend, with almost a quarter (23%) of Brits interested in trying a lower-alcohol drink at home, while just over one fifth of respondents (22%) would do so when out socially, highlighting curiosity around more lighter formats.
For those considering reducing alcohol consumption, almost a quarter (23%) say they would particularly consider choosing a lower-ABV cocktail. However, despite interest, range of options feels scarce. Nearly four in ten (39%) say that options are limited, suggesting a gap between demand and availability.
Classic cocktails are also being reimagined through this lens. More than a third (36%) of Brits say they’d like to see the Mojito recreated at lower strength, followed by the Daiquiri (29%) and Martini (29%), underlining the continued demand for spirit-forward, flavour-led serves – just at a gentler pace.
Ahead of the curve, Mermaid’s selection of Low Tide cocktail serves elevates moderation with sophistication rather than sacrifice, showing that mindful choices doesn’t mean missing out. Designed to bridge the gap between full-strength cocktails and alcohol-free alternatives, Low Tide delivers mindfully crafted, lower-ABV cocktails that retain the flavour, craft and ritual of drinking occasions – making them simple to recreate, while offering intentional and distinctive drinking experiences.
Mermaid is no stranger to refined, flavour-first drinking experiences. Founded on the Isle of Wight in 2015, the distillery has built its reputation on crafting smooth, complex spirits shaped by the island’s natural environment, using ethically sourced and locally foraged botanics such as rock samphire, elderflower and boadicea hops. With a long standing focus on quality, sustainability and natural flavour, Mermaid has been quietly ahead of the curve – making it a leader in the emerging trend towards more mindful drinking occasions.
As moderation becomes a lasting trend in UK drinking habits, Mermaid offers lower-strength, flavour-first cocktails as a broader set of choices for cocktail lovers, paving the way for a defining trend in 2026.
Low Tide cocktails:
- Pickle Daze – 15ml Mermaid Gin, 50ml fresh watermelon juice, 10ml pickle brine, 15ml lime juice, 110ml Fever-Tree Light Cucumber Tonic Water, garnished with a long cucumber slice (3.2% ABV)
- Gin Baldi – 15ml Mermaid Zest Gin, 10ml elderflower cordial, 4 mint leaves, 110ml Fever-Tree Mexican Lime Soda garnished with a sprig of mint and twist of lemon peel (2.7% ABV)
- Tidal Bloom – 15ml Mermaid Pink Gin, 10ml Amaretto, 20ml cherry syrup, 10ml lemon juice, 200ml soda, garnished with a single maraschino cherry (3.3% ABV)
- Sunset Tide – 15ml Mermaid Gin, 10ml Campari Aperitif, 30ml Lyre’s Non-Alcoholic Aperitif, topped with freshly squeezed orange juice, garnished with a twist of orange peel (2.8% ABV)
