The festive season and New Year's Eve celebrations traditionally would culminate in a next-day headache, but with moderation now the prevailing trend, the latest beverage sector trending term is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – so you can enjoy the equivalent amount of drinks without feeling the after-effects.
The Emergence of Mid-Strength Options
By definition, “mid-strength” drinks fill the sweet spot between alcohol-free and low-ABV and standard options. While a precise industry guideline yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing people in Britain drinking less alcohol than before. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which implies more moderate drinking habits are fueling this trend.
Changing Preferences and Market Demand
Major supermarkets are responding to the country's changing drinking culture by carrying 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.
Online searches for nolo brands surged in the run-up to the festive period. Popular searches have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also considerable buzz around a new beer brand co-founded by a famous actor.
“People still want big flavours from alcohol-free drinks,” noted an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product additions on shelves to cater to this growing appetite.
The Mainstream Move and Drinker Habits
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has formed a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers consume alcohol is changing,” said a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be allowing them to prolong their social experiences without sacrificing on flavor, quality, and overall experience.
