The festive season and New Year's Eve festivities traditionally would lead to a hangover, but with restraint now the new norm, the latest beverage sector trending term is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the regular version – so you can enjoy the equivalent amount of drinks without suffering the worse for wear.
The Emergence of Moderate-Strength Choices
By definition, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and regular options. While there is no firm industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing UK adults drinking less alcohol historically. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. It is worth noting that total abstention is not on the rise, which suggests more moderate drinking habits are behind this shift.
Shifting Habits and Market Response
Major retailers are catering to the country's changing 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 alcohol-free alternatives.
Web searches for non-alcoholic brands increased 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 notable interest around a new brew co-founded by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to meet this demand.
Wider Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a coalition of focused drinks brands has formed a “mid-strength collective”.
A study of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is changing,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to prolong their evenings without compromising on taste, quality, and the social ritual.
