Christmas and New Year's Eve celebrations often used to lead to a hangover, but with temperance now the order of the day, the new drinks industry buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – meaning you can enjoy the same number of drinks without feeling the worse for wear.
The Growth of Moderate-Strength Choices
As the name implies, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and standard options. While there is no firm industry definition yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting chimes with data showing UK adults drinking less alcohol in the past. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Interestingly total avoidance is not increasing, which implies more cautious drinking habits are driving this change.
Shifting Preferences and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by offering 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 in the run-up to the holidays. Popular queries have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also notable buzz around a new brew launched by a well-known actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product additions on shelves to satisfy this growing appetite.
Wider Push and Drinker Habits
To make mid-strength drinking “widely accepted,” a coalition of focused drinks brands has created a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is suggested to be enabling them to lengthen their social experiences without compromising on taste, enjoyment, and the social ritual.
