Christmas and New Year's Eve gatherings often used to culminate in a hangover, but with restraint now the order of the day, the emerging beverage sector buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – allowing you can consume the identical quantity of drinks without experiencing the negative effects.
The Emergence of Moderate-Strength Choices
True to its name, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and regular options. While an official industry definition yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons consuming less alcohol historically. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is stable, which suggests more moderate drinking habits are fueling this change.
Evolving Habits and Market Response
Major supermarkets are tapping into the country's changing drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands increased in the run-up to the festive period. Popular in-demand items have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also considerable buzz around a new beer brand co-founded by a famous actor.
“Consumers still want robust taste from nolo drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product ranges on shelves to satisfy this growing appetite.
Wider Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has established a “group”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is seen as enabling them to extend their evenings without sacrificing on flavor, enjoyment, and the social ritual.
