Christmas and New Year's Eve gatherings traditionally would lead to a morning-after regret, but with temperance now the new norm, the emerging beverage sector popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – meaning you can enjoy the identical quantity of drinks without experiencing the after-effects.
The Emergence of Moderate-Strength Choices
As the name implies, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and standard options. While an official industry definition yet, typical ABVs 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 rise of coasting aligns with data showing Britons consuming less alcohol in the past. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is down from a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not increasing, which indicates more moderate drinking habits are driving this trend.
Shifting Habits and Market Demand
Major retailers are catering to the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands surged in the run-up to the festive period. Popular searches have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant excitement around a new brew co-founded by a well-known actor.
“People still want robust taste from nolo drinks,” said an industry buyer. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product additions on shelves to cater to this demand.
Wider Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has formed a “alliance”.
A study of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is transforming,” stated a consumer insight director. “While some are opting for alcohol-free options, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is suggested to be enabling them to extend their evenings without sacrificing on flavor, quality, and overall experience.
