Christmas and New Year's Eve gatherings traditionally would result in a morning-after regret, but with temperance now the new norm, the emerging beverage sector trending term is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the regular version – meaning you can enjoy the equivalent amount of drinks without feeling the negative effects.
The Rise of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While an official industry definition yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing Britons consuming less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. Notably total abstention is not on the rise, which suggests more mindful drinking habits are fueling this shift.
Changing Habits and Consumer Response
Major retailers 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 alcohol-free alternatives.
Web searches for non-alcoholic brands surged in the run-up to the festive period. Popular searches 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 co-founded by a well-known actor.
“Shoppers still want big flavours from nolo drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to satisfy this demand.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has formed a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is evolving,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is described as enabling them to lengthen their evenings without sacrificing on flavor, quality, and overall experience.
