Christmas and New Year's Eve festivities often used to result in a morning-after regret, but with temperance now the new norm, the new beverage sector trending term is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – meaning you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Emergence of Lower-ABV Options
As the name implies, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing Britons drinking less alcohol than before. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total avoidance is not on the rise, which suggests more moderate drinking habits are behind this shift.
Shifting Drinking Culture and Consumer Response
Major retailers are catering to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged ahead of the holidays. Popular searches have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also considerable buzz around a new beer brand launched by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” said 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 additional product additions on shelves to meet this demand.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has established a “mid-strength collective”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is changing,” observed a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to extend their evenings without compromising on flavor, enjoyment, and the social ritual.
