The festive season and New Year's Eve celebrations frequently could result in a next-day headache, but with restraint now the prevailing trend, the new beverage sector popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – allowing you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Rise of Mid-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 an official industry definition yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 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 typical UK adult consumed approximately 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. Interestingly total avoidance is stable, which indicates more mindful drinking habits are behind this shift.
Evolving Preferences and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands surged in the run-up to the holidays. Popular queries have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also considerable excitement around a new brew launched by a well-known actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” commented an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product listings on shelves to cater to this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has formed a “mid-strength collective”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is evolving,” stated a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to prolong their evenings without compromising on taste, quality, and overall experience.
