The festive season and New Year's Eve festivities often used to result in a next-day headache, but with restraint now the order of the day, the new beverage sector trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the strength of the regular version – allowing you can consume the same number of drinks without suffering the negative effects.
The Growth of Lower-ABV Alternatives
True to its name, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and full-strength options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing people in Britain drinking less alcohol in the past. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Notably total teetotalism is not on the rise, which implies more cautious drinking habits are fueling this shift.
Shifting Habits and Market Response
Major retailers are tapping into the country's evolving drinking culture by offering more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands surged in the run-up to the festive period. Popular searches have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new beer brand co-founded by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product listings on shelves to cater to this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “group”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their evenings.
- 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 expanding segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be allowing them to extend their evenings without compromising on flavor, quality, and the social ritual.
