The festive season and New Year's Eve celebrations frequently could result in a hangover, but with temperance now the prevailing trend, the latest beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – meaning you can consume the identical quantity of drinks without experiencing the after-effects.
The Growth of Moderate-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting chimes with data showing UK adults drinking less alcohol in the past. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Interestingly total abstention is not increasing, which indicates more mindful drinking habits are driving this shift.
Shifting Preferences and Market Response
Major supermarkets are catering to the country's evolving drinking culture by offering more mid-strength brands. These feature 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 increased ahead of the holidays. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable interest around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” said an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to additional product additions on shelves to cater to this demand.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has formed a “group”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is evolving,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is seen as allowing them to prolong their time out without compromising on taste, quality, and overall experience.
