The Rise of ‘Coasting’: How Mid-Strength Drinks Are Reshaping the UK’s Relationship with Alcohol
Forget the brutal New Year’s Day hangover. A new trend is gaining momentum in the UK drinks industry: “coasting.” This isn’t about abstinence, but about mindful moderation – choosing lower-strength alternatives to your favourite tipples. From lighter wines and lagers to sessionable cocktails and spirits, coasting allows drinkers to enjoy the social experience without the next-day consequences.
What Exactly *Is* Mid-Strength Alcohol?
While the “no-lo” (no and low alcohol) movement has grabbed headlines, mid-strength drinks occupy a fascinating middle ground. There’s no strict legal definition yet, but generally, beers and ciders fall around 2-3% ABV, wines between 3-9%, and spirits between 15-20%. This represents a significant reduction from standard alcoholic beverages, offering a way to pace yourself without sacrificing flavour.
Ocado Retail has seen a staggering 4,000% increase in sales of mid-strength wines since 2025, a clear indicator of growing consumer interest. Brands like La Felicité rosé (9%), Nice Session sauvignon blanc (3.4%), and Quarter Proof gin (15%) are leading the charge, alongside a wider availability of alcohol-free options.
Did you know? The term “zebra striping” – alternating between alcoholic, mid-strength, and alcohol-free drinks – is also gaining traction as a mindful drinking strategy.
A Nation Drinking Less, But Not Stopping Altogether
The rise of coasting isn’t happening in a vacuum. Data from IWSR shows that average UK adult alcohol consumption has steadily declined, reaching a record low of 10.2 drinks per week in 2024 – the lowest since records began in 1990. However, crucially, total abstinence isn’t increasing at the same rate. This suggests people aren’t necessarily quitting alcohol, but rather adopting more cautious drinking habits.
This shift is being fuelled by a desire for flavour and experience. Waitrose drinks buyer Sarah Holland notes that consumers are looking for “big flavours” in their no- and low-alcohol choices, with brands like Mother Root (ginger aperitif) and Botivo (non-alcoholic aperitif) proving particularly popular. Sales of alcohol-free cocktails and canned wines are also “booming,” reflecting a demand for convenient and sophisticated options.
The Mid-Strength Collective: Mainstreaming a New Approach
Recognizing the potential of this emerging market, a group of specialist drinks brands – including Club Soda, Quarter Proof, Gentle Wines, and Small Beer – have formed the “mid-strength collective.” Their research reveals that 21% of consumers are simply drinking fewer alcoholic drinks overall, while 13% are actively “coasting,” and 6% are practicing “zebra striping.”
Blake Gladman, a strategy and insight director at consultancy Kam, highlights that the way consumers engage with alcohol is fundamentally evolving. “A growing segment is embracing mid-strength alcohol as the perfect middle ground, allowing them to extend their social experiences without compromising on taste, quality and experience.”
Beyond the UK: Global Trends in Mindful Drinking
The trend isn’t limited to the UK. Across Europe and North America, consumers are increasingly seeking ways to moderate their alcohol intake. This is driven by a growing awareness of health and wellness, as well as a desire for greater control over their social experiences. Companies are responding by investing in innovation and expanding their portfolios of lower-strength and alcohol-free products. For example, Budweiser’s owner, AB InBev, has opened a dedicated “nolo” brewery in South Wales, demonstrating a significant commitment to this market segment. Read more about this here.
What Does the Future Hold?
Several factors suggest that coasting and the mid-strength alcohol category are here to stay. Continued health consciousness, evolving social norms, and ongoing innovation will likely drive further growth. We can expect to see:
- Increased product availability: More mainstream retailers will stock a wider range of mid-strength options.
- Greater clarity in labeling: Industry standardization of ABV definitions for mid-strength drinks.
- Sophisticated flavour profiles: Brands will continue to focus on creating complex and satisfying flavours in lower-strength formats.
- Technological advancements: New techniques for reducing alcohol content without compromising taste.
Pro Tip: Explore online resources like Club Soda for curated selections of low and no-alcohol drinks and expert advice.
Frequently Asked Questions (FAQ)
What is the difference between ‘no-lo’ and mid-strength alcohol? No-lo refers to drinks with 0% or very low alcohol content (typically under 0.5% ABV), while mid-strength drinks contain a reduced, but still noticeable, amount of alcohol (typically 2-20% ABV).
Is mid-strength alcohol healthier than standard alcohol? While reducing alcohol intake is generally beneficial for health, mid-strength alcohol still contains alcohol and should be consumed responsibly.
Where can I find mid-strength drinks? Major supermarkets like Ocado and Waitrose are increasing their selections, and specialist online retailers offer a wider range of options.
Will mid-strength drinks taste different? Some mid-strength drinks may have a slightly different flavour profile than their standard counterparts, but many brands are working hard to replicate the taste and experience of traditional alcoholic beverages.
What are your thoughts on the rise of ‘coasting’? Share your experiences and opinions in the comments below!
