Christmas and New Year's Eve festivities often used to lead to a hangover, but with moderation now the prevailing trend, the latest drinks industry popular phrase is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the regular version – allowing you can have the same number of drinks without experiencing the after-effects.
The Growth of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While a precise industry definition yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing UK adults consuming less alcohol historically. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. It is worth noting that total avoidance is not on the rise, which suggests more moderate drinking habits are driving this shift.
Evolving Drinking Culture and Market Demand
Major retailers are tapping into the country's changing drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands surged in the run-up to the holidays. Popular searches have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also considerable excitement around a new beer brand launched by a famous actor.
“Consumers still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product listings on shelves to cater to this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has created a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is seen as enabling them to prolong their social experiences without compromising on taste, enjoyment, and overall experience.
