The festive season and New Year's Eve festivities frequently could culminate in a next-day headache, but with temperance now the new norm, the emerging drinks industry popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – so you can have the same number of drinks without experiencing the after-effects.
The Emergence of Moderate-Strength Options
True to its name, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and regular options. While an official industry guideline yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting chimes with data showing UK adults drinking less alcohol in the past. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Interestingly total avoidance is stable, which suggests more mindful drinking habits are behind this shift.
Shifting Habits and Consumer Response
Major supermarkets are responding to the country's changing drinking culture by carrying more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands spiked in the run-up to the holidays. Popular searches have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new beer brand launched by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to cater to this growing appetite.
Wider Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a alliance of specialist drinks brands has established a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is changing,” stated a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is described as allowing them to prolong their social experiences without sacrificing on flavor, quality, and overall experience.
