Christmas and New Year's Eve gatherings traditionally would lead to a next-day headache, but with temperance now the new norm, the latest drinks industry buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the regular version – allowing you can enjoy the equivalent amount of drinks without suffering the after-effects.
The Rise of Moderate-Strength Alternatives
By definition, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and full-strength options. While an official industry definition yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults consuming less alcohol than before. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is down from a peak of 14 weekly drinks two decades ago. Interestingly total avoidance is stable, which suggests more moderate drinking habits are fueling this trend.
Changing Drinking Culture and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands spiked ahead of the holidays. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also notable buzz around a new brew co-founded by a famous actor.
“Shoppers still want robust taste from nolo drinks,” commented 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 ranges on shelves to cater to this growing appetite.
Wider Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has formed a “group”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free options, a increasing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is seen as enabling them to lengthen their time out without compromising on taste, enjoyment, and overall experience.
