The festive season and New Year's Eve celebrations traditionally would result in a next-day headache, but with restraint now the new norm, the latest beverage sector popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the regular version – meaning you can enjoy the identical quantity of drinks without experiencing the after-effects.
The Rise of Mid-Strength Choices
By definition, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise 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 is the lowest figure since data collection began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not on the rise, which implies more moderate drinking habits are fueling this change.
Evolving Preferences and Consumer Demand
Major retailers are tapping into the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands spiked ahead of the holidays. Popular queries have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new beer brand launched by a well-known actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to meet this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has established a “group”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to extend their social experiences without compromising on taste, quality, and the social ritual.
