Christmas and New Year's Eve gatherings often used to lead to a morning-after regret, but with restraint now the new norm, the emerging beverage sector trending term is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – allowing you can consume the equivalent amount of drinks without feeling the after-effects.
The Rise of Moderate-Strength Options
By definition, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting aligns with data showing Britons consuming less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since data collection began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Interestingly total abstention is stable, which suggests more cautious drinking habits are fueling this trend.
Shifting Preferences and Market Response
Major retailers are catering to the country's changing drinking culture by offering more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased before the festive period. Popular in-demand items 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 famous actor.
“People still want full-bodied experiences from nolo drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to meet this demand.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has established a “alliance”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” said a consumer insight director. “While some are opting for alcohol-free options, a growing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to extend their evenings without sacrificing on flavor, quality, and overall experience.
