The festive season and New Year's Eve gatherings traditionally would lead to a hangover, but with restraint now the prevailing trend, the latest drinks industry buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the regular version – meaning you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Emergence of Moderate-Strength Options
As the name implies, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and standard options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Around 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 Britons drinking less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not on the rise, which indicates more cautious drinking habits are behind this trend.
Changing Habits and Consumer Demand
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked in the run-up to the holidays. Popular in-demand items have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger aperitif. There is also significant excitement around a new beer brand co-founded by a famous actor.
“Shoppers still want big flavours from alcohol-free drinks,” noted an industry buyer. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product ranges on shelves to satisfy this demand.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has created a “mid-strength collective”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is evolving,” stated a consumer insight director. “While some are opting for alcohol-free options, a increasing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is seen as enabling them to extend their evenings without compromising on flavor, quality, and overall experience.
