Christmas and New Year's Eve gatherings frequently could result in a morning-after regret, but with restraint now the new norm, the emerging beverage sector buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – meaning you can enjoy the same number of drinks without feeling the worse for wear.
The Rise of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and regular options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting aligns with data showing Britons drinking 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 down from a high of 14 weekly drinks 20 years prior. Interestingly total abstention is not increasing, which suggests more moderate drinking habits are behind this shift.
Shifting Drinking Culture and Market Demand
Major retailers are catering to the country's changing drinking culture by stocking 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.
Web searches for non-alcoholic brands surged in the run-up to the festive period. Popular queries have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger drink. There is also significant excitement around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to additional product listings on shelves to meet this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “mainstream,” a group of focused drinks brands has created a “group”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the ideal compromise.”
This approach is described as enabling them to lengthen their evenings without sacrificing on flavor, enjoyment, and overall experience.
