The festive season and New Year's Eve celebrations traditionally would culminate in a morning-after regret, but with temperance now the new norm, the emerging drinks industry trending term is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – meaning you can enjoy the identical quantity of drinks without feeling the negative effects.
The Rise of Mid-Strength Options
As the name implies, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While there is no firm industry standard yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting chimes with data showing Britons drinking less alcohol than before. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total teetotalism is not increasing, which suggests more cautious drinking habits are fueling this change.
Evolving Drinking Culture and Market Demand
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased in the run-up to the festive period. Popular queries have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also notable interest around a new brew co-founded by a well-known actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to additional product ranges on shelves to cater to this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has established a “group”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” observed a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to extend their social experiences without sacrificing on flavor, enjoyment, and overall experience.
