The festive season and New Year's Eve festivities traditionally would culminate in a morning-after regret, but with moderation now the order of the day, the latest drinks industry popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – allowing you can have the same number of drinks without experiencing the worse for wear.
The Growth of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry standard yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain drinking less alcohol in the past. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which indicates more mindful drinking habits are fueling this trend.
Changing Drinking Culture and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased before the holidays. Popular in-demand items have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new brew co-founded by a famous actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to additional product listings on shelves to cater to this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “group”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is evolving,” stated a strategy insight director. “While some are choosing alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is suggested to be enabling them to lengthen their time out without sacrificing on taste, enjoyment, and the social ritual.
