The festive season and New Year's Eve celebrations often used to lead to a hangover, but with moderation now the order of the day, the emerging drinks industry trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the strength of the standard version – allowing you can have the identical quantity of drinks without experiencing the after-effects.
The Growth of Moderate-Strength Choices
True to its name, “mid-strength” drinks take up 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: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons drinking less alcohol in the past. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Notably total avoidance is stable, which indicates more cautious drinking habits are fueling this trend.
Evolving Habits and Market Demand
Major supermarkets are tapping into 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 gin at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands increased in the run-up to the holidays. Popular queries have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable buzz around a new brew co-founded by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to new product additions on shelves to meet this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a alliance of specialist drinks brands has created a “mid-strength collective”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is transforming,” stated a strategy insight director. “While some are choosing alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the ideal balance.”
This approach is seen as allowing them to extend their time out without compromising on flavor, quality, and overall experience.
