Christmas and New Year's Eve gatherings traditionally would culminate in a morning-after regret, but with restraint now the order of the day, the emerging beverage sector buzzword is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – allowing you can consume the equivalent amount of drinks without suffering the negative effects.
The Rise of Mid-Strength Choices
By definition, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and regular options. While a precise industry standard yet, typical ranges 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 advent of coasting corresponds to data showing Britons drinking less alcohol historically. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total teetotalism is not increasing, which indicates more cautious drinking habits are behind this change.
Shifting Drinking Culture and Consumer Response
Major retailers are responding to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands surged before the festive period. Popular searches have included UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also notable interest around a new brew launched by a well-known actor.
“People still want robust taste from nolo drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to meet this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a group of specialist 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 evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be allowing them to lengthen their social experiences without sacrificing on taste, enjoyment, and the social ritual.
