The festive season and New Year's Eve celebrations often used to culminate in a morning-after regret, but with moderation now the new norm, the latest drinks industry buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is approximately half the ABV of the traditional version – allowing you can have the same number of drinks without feeling the negative effects.
The Rise of Mid-Strength Alternatives
By definition, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While a precise industry guideline yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting chimes with data showing people in Britain drinking less alcohol in the past. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not increasing, which implies more moderate drinking habits are fueling this change.
Shifting Habits and Market Response
Major supermarkets are responding to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands increased before the festive period. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also considerable buzz around a new beer brand launched by a well-known actor.
“Shoppers still want big flavours from alcohol-free drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to new product ranges on shelves to cater to this demand.
Wider Push and Consumer Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has formed a “group”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to prolong their time out without sacrificing on flavor, enjoyment, and overall experience.
