The festive season and New Year's Eve festivities traditionally would lead to a hangover, but with temperance now the new norm, the latest drinks industry popular phrase is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is roughly 50% the ABV of the regular version – allowing you can enjoy the identical quantity of drinks without experiencing the worse for wear.
The Rise of Mid-Strength Options
True to its name, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and full-strength options. While an official industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing Britons consuming less alcohol historically. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Interestingly total abstention is not on the rise, which suggests more moderate drinking habits are behind this change.
Evolving Drinking Culture and Market Response
Major retailers are responding to the country's changing drinking culture by carrying more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands increased in the run-up to the festive period. Popular searches have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also significant interest around a new brew co-founded by a well-known actor.
“Consumers still want big flavours from nolo drinks,” noted an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to cater to this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has created a “group”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to lengthen their time out without compromising on taste, quality, and the social ritual.
