Coasting: Why Going for Two is the New Going for One
- Denise Hamilton-Mace
- 7 days ago
- 4 min read
Over the last few weeks, I've been involved in two separate panel discussions about mid-strength drinks.
One was a panel I chaired at the Pub Show in London's ExCeL, and the other was a guest speaker at Brew/LDN. At both events, it was surprisingly refreshing to see the genuine curiosity and many questions from publicans, restaurateurs, and group landlords about how they could better understand and incorporate these lower ABV drinks into their pub, bar and restaurant offerings.
Why am I such a big advocate for mid-strength options? Because they provide a solution for those who may not be aiming for any kind of sobriety to still reduce their alcohol intake and recognise that there is space in their lives to drink differently.
The KAM Report: Fascinating Insights
One panel discussion centred around a report created by KAM Insight (available for free from kaminsight.com/knowledge-hub) in partnership with Club Soda and the Mid-Strength Collective – a group of 12-strong mid-strength producers who have joined forces to raise awareness about these drinks. The report revealed some eye-opening statistics about new and emerging drinking habits and preferences.
A staggering 73% of people are now actively moderating their alcohol intake – that's three out of four drinkers. And the reasons why might surprise you:
38% want a healthier liver
25% are drinking less for improved weight management
20% are moderating for better fitness
Other motivations include saving money, getting better sleep, and having better relationships. It's clear that people still want to enjoy social drinking, just without overdoing it.
How People Are Moderating
The report identified several strategies people use to moderate their drinking:
21% drink less on each occasion (impressive restraint!)
19% alternate between alcoholic and non-alcoholic drinks (the zebra striping trend)
13% choose to drink exclusively mid-strength drinks on an occasion
This last approach has been given a name: coasting. It's the practice of choosing mid-strength options for your entire night out, allowing you to enjoy more drinks while consuming less alcohol overall.
The report suggests that "going for two is the new going for one" – and let's be honest, how many times have you actually stuck to "just one drink"? Mid-strength options allow consumers to extend their social time without increasing their alcohol intake - better for the drinker, better for the venue and better for hospitality as a whole!
One of the most compelling findings is that 36% of drinkers feel more present in social situations when drinking mid-strength. Acknowledging alcohol's historic role as a centuries-old social lubricant while recognising that we don't need to rely on it quite so heavily as we have been.
Challenges for the Mid-Strength Category
Despite their potential, mid-strength drinks face significant and unique awareness challenges:
Only 43% of people know about mid-strength beer
Just 38% have heard about mid-strength wine
A mere 32% know about mid-strength ciders and spirits
This lack of awareness exists despite 55% of drinkers expressing interest in exploring more mid-strength options. Visibility is a major issue, with only 40% of consumers finding it easy to get mid-strength drinks at pubs or supermarkets, yet 70% said they'd buy more if options were clearer and better promoted.
The consequences for venues are significant:
One in three customers has left early or felt disappointed due to poor mid-strength choices
20% would visit more often if venues had better options
27% would spend more money per visit
17% would order more drinks
This represents a substantial missed opportunity for pubs, bars and restaurants already struggling to stay afloat. As KAM noted in a previous report, some £800 million is being lost annually by venues with poor low/no options – and the same, it seems, applies to mid-strength.
What Makes a Great Mid-Strength Drink?
What do people want from these drinks?
63% want great taste (naturally!)
30% want something similar to full-strength
27% desire exciting flavours
25% look for refreshing qualities
23% care about low sugar content
What Exactly Is "Mid-Strength"?
Currently, there's no legal definition of what constitutes a mid-strength drink. However, Club Soda has created some helpful guidelines:
Beers and ciders: Around 3% ABV (compared to 4.5-5.5% for full-strength)
Wines: Around 6% ABV (compared to 12-14% for full-strength)
Ready-mixed drinks (RTDs): Around 3% ABV
Spirits: Around 15-25% ABV, or stronger drinks that, once mixed, have a final serve of around 3%.
Who are the Mid-Strength Collective?
The Mid-Strength Collective is "a powerhouse of leading mid-strength alcohol brands in the UK, united by a shared mission: to empower consumers with more choice in how they drink."
Brisk Lager*: "The perfect midweek beer that doesn't slow you down."
Decem: A 10% gin from MasterChef finalist Billy Wright
Double Dutch*: Premium mixers that complement low and mid-strength spirits
Haymans*: Traditional gin producers offering a 12.5% ABV option
6Percent Wine: Delicious reduced-alcohol wines (with white and rosé options coming)
Maison Sassy*: Cider brand offering full-strength, mid-strength and alcohol-free options (get 10% off at Dry Drinker with code LOWNODRINKERMAGAZINE)
Quarter Proof*: Producers of mid-strength gin, tequila and vodka
Session Spirit: Makers of a 25% ABV London dry gin winning awards in full-strength categories
Shandy Shack*: The original craft shandy
McGuigan Wines*: A major wine brand with mid-strength options
Gentle Wine: Offering around six different 6% ABV wines
Small Beer*: Long-established producers of beers between 2.2-2.8% ABV
Final Thoughts
As much as I support the mid-strength collective and their efforts, I do acknowledge that this way of drinking is not for everyone. Whether you're a fan of mid-strength drinks or find them too much of a trigger, the key is always to drink your way.
This growing category represents yet another option for those times when you want to reduce your alcohol intake while still enjoying familiar flavours and social experiences, and to me, that's a step in the right direction.
What have you tried from the Collective? Do they work for you?
Drop me an email - denise@lownodrinkermagazine.com
Tag me on Instagram - @lownodrinkermmagazine
Or find me on LinkedIn - linkedin.com/in/denisehamiltonmace
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