Since the Pandemic a new category of spirits has emerged. Not full strength. Not 'no and low', but something in-between.

It remains a young category, with a smattering of start-up brands producing reduced ABV versions of popular spirits - the range in the UK market stretching from 10% ABV at the lower end up to around 25% ABV at the upper end. 

Cut Classics are in the minority that uses the term "light" to describe our spirits. It's definitely a risky description as light is commonly used to distinguish what are actually "clear" spirits from dark or brown ones. But there is also a strong case for using terminology that consumers are familiar with in other categories, and which goes beyond the alcoholic strength of the drinks to emphasise other characteristics too.

There is a well-established group of terms which convey to the consumer that the product in front of them contains "less of the bad stuff" than regular versions of the product. Diet Cola. Semi-Skimmed milk. Refreshingly Light tonic. Lite mayonnaise. Even light cigarettes. The average consumer gets the implication - they'll be buying a product with the same fundamental characteristics as the regular variety, with a reduced amount of certain things that a consumer might be wishing to reduce their consumption of.

It's not as far as 0%, skimmed or free-from. For many consumers those descriptions imply a product that has been entirely stripped of certain things that are fundamental to what the original product is. What's left is an impression of the regular product. It can't truly claim to deliver what the consumer is used to or enjoys because key elements have been eliminated rather than reduced. 

We have always held the view that alcohol-free spirits fall into this area. Take the alcohol out of spirits and you are inevitably left at best with flavoured water-led cordials. They're not spirits; nothing like them! But that's a discussion for another day.

So, why Light Spirits? Why not "Diet Spirits" or "Semi-Skimmed Spirits"? 

Cut Classics certainly make low calorie spirits (half the calories of typical 40% ABV spirits). However, the "Diet Spirits" description is not one we'll be using. Lower calorie or low calorie spirits, sure. But the linkage of spirits to an implied healthy lifestyle is dangerous territory and we won't go there!

Semi-Skimmed Spirits?! Probably best leave that one to milk! Although there's a reason why Semi-Skimmed milk massively outsells full fat or fully skimmed - it contains materially less of the 'bad stuff' whilst still tasting like milk and being used in the same contexts. 

What about a couple of other terms that crop up, like Mid-Strength Spirits or Session Spirits?

For us a "session spirit" is not how we see Cut Classics. Our drinks are sophisticated and high quality 20% ABV expressions of classic spirits. Taste, aroma, versatility and provenance are our calling cards. The implied focus on potentially consuming in large quantities over an extended period inherent in the term "session" isn't what we created the drinks for. 

Mid-Strength Spirits is a smart enough descriptor for the category, although it's catchment feels a little broad. Can a 10% ABV spirit really be considered "mid" when the traditional ABV is around 40%? Given that only spirit drinks of 15% ABV meet the legal threshold for spirits that feels like doubly shaky ground. It also feels bizarre that a brand can simultaneously major in being 1/4 strength and mid-strength. It's hard to claim credibly to be both.

The narrow focus on ABV or strength also bothers us. We have always talked about Cut Classics being both lower alcohol spirits and low calorie spirits. Our neck labels (see below) have always carried the "1/2 the alcohol & calories" message. We have also focused on the profile of our spirits, ensuring that the consumer expects the flavour and aroma characteristics of their usual spirits to be delivered in a softer, lighter, elegant style. 

We are comfortable that Light Spirits is the most accurate and appropriate description for Cut Classics. it talks to strength, calorific content, style and impact.

Come and Sip the Light Fantastic with a Cut Classic!