The festive season and New Year's Eve celebrations traditionally would lead to a hangover, but with restraint now the new norm, the latest drinks industry trending term is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – meaning you can enjoy the identical quantity of drinks without suffering the negative effects.
The Emergence of Mid-Strength Alternatives
By definition, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While a precise industry guideline yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults drinking less alcohol than before. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Notably total teetotalism is not increasing, which indicates more moderate drinking habits are behind this trend.
Changing Habits and Consumer Response
Major supermarkets are tapping into the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands surged in the run-up to the holidays. Popular searches have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable excitement around a new beer brand co-founded by a famous actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to new product ranges on shelves to cater to this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has created a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is transforming,” said a consumer insight director. “While some are opting for alcohol-free options, a growing segment is turning to mid-strength alcohol as the perfect compromise.”
This approach is described as enabling them to extend their time out without compromising on taste, enjoyment, and the social ritual.
