The festive season and New Year's Eve celebrations traditionally would result in a hangover, but with restraint now the prevailing trend, the latest beverage sector trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is approximately half the ABV of the traditional version – so you can consume the identical quantity of drinks without feeling the worse for wear.
The Growth of Mid-Strength Choices
By definition, “mid-strength” drinks fill the middle ground between alcohol-free and low-ABV and full-strength options. While a precise 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 advent of coasting chimes with data showing Britons consuming less alcohol historically. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. Interestingly total teetotalism is not on the rise, which indicates more cautious drinking habits are driving this trend.
Evolving Habits and Market Response
Major retailers are responding to the country's changing drinking culture by stocking more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands increased ahead of the festive period. Popular searches have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new brew co-founded by a famous actor.
“Consumers still want robust taste from nolo drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to cater to this growing appetite.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has formed a “alliance”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to prolong their social experiences without compromising on flavor, enjoyment, and the social ritual.
