The festive season and New Year's Eve festivities traditionally would lead to a next-day headache, but with temperance now the order of the day, the emerging drinks industry buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – allowing you can enjoy the identical quantity of drinks without experiencing the worse for wear.
The Emergence of Mid-Strength Alternatives
By definition, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and full-strength options. While there is no firm 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 advent of coasting chimes with data showing Britons consuming less alcohol in the past. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. Interestingly total avoidance is stable, which implies more moderate drinking habits are fueling this shift.
Changing Habits and Consumer Response
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands spiked in the run-up to the festive period. Popular queries have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also considerable buzz around a new beer brand launched by a famous actor.
“Shoppers still want robust taste from nolo drinks,” said an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product ranges on shelves to cater to this demand.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has formed a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers consume alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to extend their evenings without compromising on taste, quality, and the social ritual.
