Christmas and New Year's Eve festivities traditionally would lead to a morning-after regret, but with restraint now the new norm, the latest beverage sector trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the ABV of the traditional version – meaning you can consume the same number of drinks without experiencing the worse for wear.
The Emergence of Lower-ABV Options
By definition, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and regular options. While an official industry definition yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults drinking less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Notably total teetotalism is not on the rise, which suggests more mindful drinking habits are fueling this change.
Evolving Preferences and Market Demand
Major supermarkets are responding to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked ahead of the festive period. Popular searches have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new beer brand co-founded by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to cater to this demand.
The Mainstream Move and Drinker Habits
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has created a “group”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is evolving,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to extend their social experiences without compromising on flavor, enjoyment, and the social ritual.
