Christmas and New Year's Eve gatherings often used to result in a morning-after regret, but with temperance now the order of the day, the latest beverage sector buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the regular version – so you can consume the equivalent amount of drinks without feeling the negative effects.
The Growth of Moderate-Strength Options
As the name implies, “mid-strength” drinks fill the sweet spot between alcohol-free and low-ABV and standard options. While an official industry definition yet, typical ranges 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 rise of coasting corresponds to data showing Britons consuming less alcohol in the past. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. Interestingly total avoidance is not on the rise, which implies more moderate drinking habits are behind this shift.
Evolving Preferences and Consumer Response
Major supermarkets are catering to the country's changing drinking culture by carrying more mid-strength brands. These include 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 surged before the festive period. Popular searches have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new beer brand co-founded by a well-known actor.
“People still want robust taste from nolo drinks,” commented an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product additions on shelves to cater to this growing appetite.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has formed a “group”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is transforming,” stated a strategy insight director. “While some are choosing alcohol-free alternatives, a growing segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is described as enabling them to lengthen their time out without sacrificing on flavor, enjoyment, and overall experience.
