The festive season and New Year's Eve celebrations frequently could lead to a morning-after regret, but with moderation now the prevailing trend, the new drinks industry trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – meaning you can consume the same number of drinks without experiencing the negative effects.
The Growth of Mid-Strength Alternatives
By definition, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and full-strength options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing people in Britain consuming less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. It is worth noting that total abstention is not on the rise, which suggests more cautious drinking habits are driving this trend.
Changing Habits and Market Response
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands surged before the holidays. Popular queries have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new beer brand co-founded by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to additional product ranges on shelves to satisfy this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a coalition of focused drinks brands has established a “group”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to prolong their evenings without sacrificing on taste, enjoyment, and the social ritual.
