Christmas and New Year's Eve celebrations traditionally would result in a next-day headache, but with moderation now the new norm, the new beverage sector buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the traditional version – meaning you can enjoy the identical quantity of drinks without experiencing the worse for wear.
The Growth of Mid-Strength Options
True to its name, “mid-strength” drinks fill the sweet spot between alcohol-free and low-ABV and regular options. While a precise industry guideline yet, typical ranges 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 rise of coasting chimes with data showing Britons drinking less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. It is worth noting that total abstention is stable, which implies more cautious drinking habits are fueling this shift.
Shifting Preferences and Market Demand
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands increased in the run-up to the festive period. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable buzz around a new brew launched by a well-known actor.
“Shoppers still want full-bodied experiences from nolo drinks,” commented an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product listings on shelves to meet this growing appetite.
Wider Push and Drinker Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has formed a “group”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free options, a growing segment is turning to mid-strength alcohol as the perfect compromise.”
This approach is seen as allowing them to lengthen their evenings without sacrificing on flavor, enjoyment, and the social ritual.
