Christmas and New Year's Eve festivities frequently could lead to a morning-after regret, but with moderation now the order of the day, the new beverage sector trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the ABV of the regular version – allowing you can consume the same number of drinks without suffering the after-effects.
The Growth of Mid-Strength Choices
By definition, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and full-strength options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent of coasting aligns with data showing people in Britain consuming less alcohol than before. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which suggests more moderate drinking habits are fueling this trend.
Evolving Drinking Culture and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by offering 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 nolo alternatives.
Web searches for non-alcoholic brands increased before the holidays. Popular queries have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also notable buzz around a new beer brand launched by a famous actor.
“Shoppers still want big flavours from nolo drinks,” noted an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to new product ranges on shelves to satisfy this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has created a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is evolving,” observed a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is described as enabling them to extend their time out without compromising on taste, enjoyment, and overall experience.
