The festive season and New Year's Eve festivities traditionally would culminate in a next-day headache, but with temperance now the order of the day, the latest drinks industry popular phrase is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – allowing you can have the same number of drinks without suffering the after-effects.
The Emergence of Mid-Strength Choices
As the name implies, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and full-strength options. While there is no firm industry guideline yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons consuming less alcohol historically. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. Notably total teetotalism is not on the rise, which indicates more mindful drinking habits are fueling this trend.
Changing Habits and Market Response
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands surged before the holidays. Popular in-demand items have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new beer brand launched by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” noted an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product listings on shelves to cater to this growing appetite.
Wider Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has formed a “mid-strength collective”.
A poll of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is changing,” said a strategy insight director. “While some are choosing alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is seen as allowing them to prolong their evenings without compromising on taste, enjoyment, and overall experience.
