The festive season and New Year's Eve festivities frequently could culminate in a morning-after regret, but with restraint now the new norm, the emerging drinks industry buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the strength of the standard version – so you can enjoy the equivalent amount of drinks without suffering the after-effects.
The Emergence of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While there is no firm industry definition yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting corresponds to data showing Britons drinking less alcohol in the past. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is down from a high of 14 weekly drinks two decades ago. Interestingly total teetotalism is stable, which indicates more cautious drinking habits are driving this shift.
Evolving Drinking Culture and Consumer Demand
Major supermarkets are responding to the country's evolving drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands surged in the run-up to the festive period. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also notable buzz around a new beer brand co-founded by a famous actor.
“Shoppers still want big flavours from nolo drinks,” commented an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to meet this demand.
Wider Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “mid-strength collective”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks overall.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is transforming,” said a strategy insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to prolong their social experiences without compromising on flavor, quality, and overall experience.
