The festive season and New Year's Eve celebrations frequently could result in a morning-after regret, but with temperance now the order of the day, the new drinks industry trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is approximately half the alcohol content of the standard version – so you can consume the identical quantity of drinks without feeling the after-effects.
The Emergence of Lower-ABV Choices
True to its name, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and regular options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons drinking less alcohol than before. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Notably total avoidance is stable, which indicates more moderate drinking habits are fueling this shift.
Evolving Drinking Culture and Market Response
Major retailers are tapping into the country's changing drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked before the holidays. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new beer brand co-founded by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” said an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to new product additions on shelves to meet this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “group”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free options, a expanding segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is seen as allowing them to prolong their evenings without sacrificing on flavor, quality, and overall experience.
