Christmas and New Year's Eve gatherings frequently could culminate in a hangover, but with moderation now the order of the day, the new beverage sector trending term is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – allowing you can have the equivalent amount of drinks without feeling the after-effects.
The Rise of Mid-Strength Options
By definition, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While a precise industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting chimes with data showing Britons consuming less alcohol than before. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. It is worth noting that total teetotalism is not on the rise, which suggests more cautious drinking habits are behind this shift.
Shifting Preferences and Consumer Demand
Major retailers are tapping into the country's changing drinking culture by offering more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands spiked before the holidays. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new beer brand launched by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product listings on shelves to meet this demand.
The Mainstream Move and Drinker Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has established a “alliance”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers consume alcohol is transforming,” stated a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to lengthen their evenings without sacrificing on flavor, enjoyment, and overall experience.
