Christmas and New Year's Eve celebrations traditionally would lead to a hangover, but with moderation now the order of the day, the latest beverage sector trending term is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – so you can have the identical quantity of drinks without experiencing the worse for wear.
The Rise of Mid-Strength Choices
As the name implies, “mid-strength” drinks fill the sweet spot between alcohol-free and low-ABV and standard options. While there is no firm industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing UK adults drinking less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. It is worth noting that total abstention is not increasing, which indicates more cautious drinking habits are fueling this trend.
Evolving Drinking Culture and Market Demand
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased in the run-up to the holidays. Popular in-demand items have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also significant excitement around a new beer brand launched by a well-known actor.
“Shoppers still want robust taste from alcohol-free drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to new product ranges on shelves to cater to this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has formed a “mid-strength collective”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is evolving,” observed a strategy insight director. “While some are choosing alcohol-free options, a growing segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to lengthen their time out without compromising on flavor, enjoyment, and the social ritual.
