Christmas and New Year's Eve celebrations often used to lead to a morning-after regret, but with restraint now the order of the day, the emerging drinks industry trending term is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the standard version – allowing you can enjoy the same number of drinks without suffering the worse for wear.
The Rise of Mid-Strength Alternatives
True to its name, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and full-strength options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing people in Britain consuming less alcohol than before. The average UK adult consumed 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 20 years prior. Notably total abstention is not on the rise, which implies more moderate drinking habits are fueling this shift.
Evolving Preferences and Market Response
Major supermarkets are tapping into the country's changing drinking culture by stocking 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 spiked in the run-up to the holidays. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also significant interest around a new beer brand co-founded by a well-known actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “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 listings on shelves to meet this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has formed a “group”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers approach alcohol is evolving,” stated a consumer insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to extend their social experiences without sacrificing on flavor, quality, and overall experience.
