The festive season and New Year's Eve gatherings frequently could lead to a morning-after regret, but with moderation now the new norm, the latest beverage sector buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the ABV of the standard version – so you can enjoy the same number of drinks without experiencing the after-effects.
The Rise of Moderate-Strength Alternatives
By definition, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While a precise industry guideline yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing people in Britain consuming less alcohol than before. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. It is worth noting that total teetotalism is stable, which indicates more moderate drinking habits are behind this trend.
Evolving Drinking Culture and Market Response
Major supermarkets are tapping into the country's changing drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked before the festive period. Popular in-demand items have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger drink. There is also considerable interest around a new brew co-founded by a famous actor.
“Shoppers still want robust taste from alcohol-free drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to meet this demand.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has established a “group”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free options, a growing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is seen as allowing them to lengthen their evenings without compromising on flavor, quality, and overall experience.
