Christmas and New Year's Eve gatherings traditionally would culminate in a morning-after regret, but with temperance now the order of the day, the emerging drinks industry trending term is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – so you can consume the equivalent amount of drinks without experiencing the negative effects.
The Growth of Mid-Strength Choices
As the name implies, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and regular options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting aligns with data showing UK adults drinking less alcohol than before. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which implies more moderate drinking habits are behind this change.
Evolving Preferences and Market Demand
Major supermarkets are tapping into the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands surged before the holidays. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new brew co-founded by a famous actor.
“Consumers still want robust taste from alcohol-free drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to meet this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a group of focused drinks brands has established a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers engage with alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is seen as allowing them to lengthen their time out without sacrificing on flavor, enjoyment, and the social ritual.
