Christmas and New Year's Eve celebrations traditionally would result in a next-day headache, but with moderation now the prevailing trend, the emerging drinks industry popular phrase is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – so you can enjoy the identical quantity of drinks without experiencing the after-effects.
The Rise of Lower-ABV Options
As the name implies, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and full-strength options. While a precise industry definition yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons consuming less alcohol historically. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total avoidance is not on the rise, which indicates more moderate drinking habits are behind this change.
Evolving Preferences and Consumer Demand
Major retailers are tapping into the country's changing drinking culture by offering more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands spiked ahead of the holidays. Popular searches have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable interest around a new beer brand launched by a famous actor.
“People still want full-bodied experiences from nolo drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to new product listings on shelves to cater to this demand.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has formed a “mid-strength collective”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is evolving,” observed a strategy insight director. “While some are choosing alcohol-free options, a expanding segment is turning to mid-strength alcohol as the ideal balance.”
This approach is suggested to be allowing them to extend their social experiences without sacrificing on taste, quality, and the social ritual.
