Christmas and New Year's Eve gatherings traditionally would culminate in a morning-after regret, but with temperance now the order of the day, the emerging beverage sector buzzword is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is roughly 50% the ABV of the regular version – so you can consume the equivalent amount of drinks without suffering the worse for wear.
The Rise of Moderate-Strength Alternatives
As the name implies, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and full-strength options. While there is no firm industry standard yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting chimes with data showing people in Britain consuming less alcohol than before. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total avoidance is stable, which indicates more moderate drinking habits are behind this trend.
Shifting Habits and Market Response
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands increased in the run-up to the holidays. Popular searches have included UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also significant interest around a new beer brand launched by a well-known actor.
“Shoppers still want full-bodied experiences from nolo drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product additions on shelves to satisfy this demand.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has formed a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less in total.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is evolving,” stated a consumer insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to lengthen their evenings without compromising on flavor, enjoyment, and the social ritual.
