The festive season and New Year's Eve festivities frequently could lead to a morning-after regret, but with restraint now the prevailing trend, the new beverage sector buzzword is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – meaning you can consume the identical quantity of drinks without feeling the after-effects.
The Rise of Moderate-Strength Choices
True to its name, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While there is no firm industry guideline 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 chimes with data showing UK adults drinking less alcohol historically. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. Interestingly total avoidance is stable, which implies more moderate drinking habits are behind this shift.
Evolving Preferences and Consumer Demand
Major retailers are catering to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands increased ahead of the festive period. Popular searches have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new brew launched by a famous actor.
“People still want big flavours from alcohol-free drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product additions on shelves to meet this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a alliance of focused drinks brands has established a “group”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks overall.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is described as enabling them to extend their evenings without sacrificing on flavor, enjoyment, and the social ritual.
