Rise of Mid-Strength Alcoholic Drinks in the UK: A New Drinking Trend in 2025
In 2025, a growing trend known as 'coasting' has emerged in the UK, where people are choosing drinks about half the strength of traditional versions to maintain their alcohol intake with fewer hangovers. Mid-strength alcoholic beverages have become increasingly popular, with beers and ciders ranging between 2-3% ABV, wines between 3-9% ABV, and spirits between 15-20% ABV.
Ocado Retail reported a remarkable 4,000% increase in mid-strength wine sales in 2025, underscoring the rising consumer interest. UK adults consumed an average of 10.2 alcoholic drinks per week in 2024, the lowest figure recorded since 1990, suggesting more cautious drinking habits rather than a rise in abstention.
Retailers such as Ocado and Waitrose are expanding their selection of mid-strength and no/low alcohol options. Featured products include wines like La Felicite rosé at 9%, Nice Session beer at 3.4%, and Quarter Proof gin at 15%. Notable popular searches for low alcohol and mid-strength products include brands like Botivo and Mother Root, while Bero beer—co-founded by actor Tom Holland—is gaining attention.
Waitrose observes strong consumer demand for big-flavored no and low-alcohol drinks. Alcohol-free cocktails and canned wines are also booming, with new introductions such as Jukes 8 sparkling rosé and Pentire booze-free paloma.
A collective of mid-strength brands including Club Soda, Quarter Proof, Gentle Wines, and Small Beer has formed to help mainstream mid-strength drinking. A consumer survey found that 21% of people still drink alcohol but consume fewer drinks, 13% 'coast' through evenings with reduced strength drinks, and 6% alternate between alcohol, mid-strength, and alcohol-free options, sometimes termed 'zebra striping.' This demonstrates a notable shift in drinking habits toward moderation and variety.
