Christmas and New Year's Eve festivities frequently could culminate in a morning-after regret, but with restraint now the prevailing trend, the latest beverage sector trending term is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the standard version – so you can consume the identical quantity of drinks without experiencing the negative effects.
The Growth of Moderate-Strength Options
By definition, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and standard options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons drinking less alcohol than before. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since data collection began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is stable, which suggests more moderate drinking habits are behind this shift.
Shifting Habits and Market Demand
Major retailers are responding to the country's changing drinking culture by offering more mid-strength brands. These feature 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 spiked ahead of the festive period. Popular queries have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also significant excitement around a new brew launched by a well-known actor.
“Shoppers still want robust taste from nolo drinks,” commented an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product ranges on shelves to satisfy this growing appetite.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has established a “group”.
A study of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is transforming,” observed a consumer insight director. “While some are opting for alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to lengthen their social experiences without sacrificing on taste, enjoyment, and the social ritual.
