# Mid-Strength Spirit Launches
Quarter Proof Lands Sainsbury’s Listing With Its London Dry Spirit

By Adam Harrie | Written with AI assistance | Published 2026-05-15 | Updated 2026-05-19 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/London-Dry-Spirit
References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2026/05/quarter-proof-lands-first-mid-strength-spirit-supermarket-listing/)

![Mid-Strength Spirit Launches](https://cdn.trendhunterstatic.com/thumbs/613/London-Dry-Spirit.jpeg)

Quarter Proof, a mid-strength spirits brand founded in 2021 by Rohan Radhakrishnan and Fabian Clark, launched its London Dry Spirit in 111 Sainsbury’s stores across the UK, featuring a 15% ABV recipe designed to deliver the flavour profile of full-strength spirits with lower alcohol content. The listing marks the first time a mid-strength spirits brand has secured supermarket shelf space in the UK, expanding the category’s reach beyond hospitality venues and online retail channels.

The rollout follows Quarter Proof’s growth through placements with retailers and hospitality groups including Ocado, Soho House and Whole Foods, with the brand reporting strong sales momentum in moderation-focused drinking occasions. The range is positioned as a lower-calorie and lower-alcohol alternative for consumers seeking more flexible drinking habits without fully giving up spirits.

For consumers, the Sainsbury’s launch increases access to moderation-oriented spirits in mainstream retail environments while offering a familiar cocktail and spirits experience with fewer alcohol units and calories.

Image Credit: Quarter Proof