Christmas and New Year's Eve celebrations often used to result in a morning-after regret, but with moderation now the prevailing trend, the latest drinks industry popular phrase is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the ABV of the regular version – meaning you can enjoy the equivalent amount of drinks without experiencing the after-effects.
The Rise of Moderate-Strength Options
True to its name, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and standard options. While a precise industry definition yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons consuming less alcohol than before. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Interestingly total avoidance is not increasing, which suggests more cautious drinking habits are driving this shift.
Changing Preferences and Market Demand
Major supermarkets are catering to the country's evolving drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands spiked in the run-up to the holidays. Popular queries have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new brew co-founded by a famous actor.
“People still want robust taste from nolo drinks,” commented an industry buyer. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to additional product additions on shelves to meet this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has formed a “group”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers consume alcohol is evolving,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the ideal balance.”
This approach is seen as enabling them to lengthen their evenings without sacrificing on taste, quality, and the social ritual.
