The festive season and New Year's Eve celebrations traditionally would culminate in a next-day headache, but with temperance now the new norm, the latest beverage sector popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – so you can have the identical quantity of drinks without suffering the negative effects.
The Rise of Mid-Strength Choices
True to its name, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While a precise industry standard yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons consuming less alcohol in the past. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. It is worth noting that total teetotalism is stable, which implies more moderate drinking habits are fueling this change.
Changing Drinking Culture and Market Response
Major supermarkets are responding to the country's evolving drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked before the festive period. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new beer brand launched by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product ranges on shelves to cater to this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has formed a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the ideal balance.”
This approach is suggested to be enabling them to prolong their evenings without sacrificing on taste, quality, and overall experience.
