The festive season and New Year's Eve celebrations often used to lead to a next-day headache, but with temperance now the new norm, the latest drinks industry popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the strength of the regular version – meaning you can enjoy the same number of drinks without suffering the worse for wear.
The Emergence of Moderate-Strength Options
By definition, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry standard yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain drinking less alcohol historically. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total avoidance is not on the rise, which implies more mindful drinking habits are fueling this trend.
Evolving Preferences and Consumer Demand
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands surged before the holidays. Popular searches have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable buzz around a new brew launched by a well-known actor.
“People still want robust taste from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to cater to this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is evolving,” said a consumer insight director. “While some are opting for alcohol-free options, a increasing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is suggested to be enabling them to lengthen their time out without compromising on flavor, enjoyment, and the social ritual.
