The festive season and New Year's Eve festivities frequently could result in a hangover, but with moderation now the order of the day, the latest drinks industry buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the alcohol content of the standard version – meaning you can consume 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 territory between alcohol-free and low-ABV and standard options. While a precise industry guideline yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons consuming less alcohol than before. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is not on the rise, which indicates more cautious drinking habits are fueling this change.
Evolving Preferences and Market Response
Major supermarkets are responding to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked in the run-up to the festive period. Popular searches have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable excitement around a new brew launched by a famous actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” commented an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product listings on shelves to cater to this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “mainstream,” a group of focused drinks brands has established a “group”.
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 social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is changing,” observed a consumer insight director. “While some are choosing alcohol-free options, a growing segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is seen as allowing them to lengthen their time out without compromising on taste, quality, and overall experience.
