Christmas and New Year's Eve festivities often used to culminate in a next-day headache, but with moderation now the new norm, the latest drinks industry buzzword is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – meaning you can consume the identical quantity of drinks without feeling the worse for wear.
The Growth of Mid-Strength Alternatives
True to its name, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and full-strength options. While an official industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults drinking less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not increasing, which suggests more moderate drinking habits are driving this change.
Changing Habits and Market Demand
Major supermarkets are responding to the country's evolving drinking culture by stocking more mid-strength brands. These feature options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands spiked in the run-up to the festive period. Popular in-demand items have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new brew launched by a well-known actor.
“People still want robust taste from nolo drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to satisfy this growing appetite.
Wider Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has created a “group”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less in total.
- 13% regularly “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 engage with alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the perfect compromise.”
This approach is seen as allowing them to lengthen their social experiences without compromising on flavor, enjoyment, and the social ritual.
