Mid-strength spirits brand Quarter Proof has launched its London Dry Spirit in 111 Sainsbury's stores nationwide and online — the first mid-strength spirit to secure a UK national retail listing.
The product
Quarter Proof's London Dry is bottled at 15% ABV rather than the traditional 40%, and is being merchandised in the gin section alongside full-strength competitors.
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The brand is targeting existing gin drinkers looking for a more balanced option, with a 700ml format and a citrus-and-juniper flavour profile pitched as comparable to standard London Dry.
The full range is available now in 111 Sainsbury's stores across the UK and online at quarterproof.com.
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