The festive season and New Year's Eve festivities often used to result in a morning-after regret, but with temperance now the prevailing trend, the new beverage sector buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the strength of the traditional version – allowing you can have the identical quantity of drinks without suffering the after-effects.
The Growth of Lower-ABV Options
As the name implies, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and standard options. While an official industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons drinking less alcohol than before. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total teetotalism is not increasing, which suggests more mindful drinking habits are behind this shift.
Evolving Preferences and Market Demand
Major supermarkets are responding to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands spiked ahead of the festive period. Popular in-demand items have included British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also significant interest around a new brew launched by a well-known actor.
“People still want big flavours from nolo 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 “booming,” leading to new product additions on shelves to meet this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has created a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is transforming,” stated a strategy insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the perfect compromise.”
This approach is described as enabling them to lengthen their evenings without sacrificing on taste, quality, and overall experience.
