Christmas and New Year's Eve festivities often used to culminate in a next-day headache, but with restraint now the prevailing trend, the new drinks industry popular phrase is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is about half the strength of the traditional version – so you can enjoy the equivalent amount of drinks without experiencing the worse for wear.
The Growth of Moderate-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and regular options. While there is no firm industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults consuming less alcohol historically. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Interestingly total avoidance is not on the rise, which implies more mindful drinking habits are fueling this trend.
Changing Habits and Consumer Demand
Major supermarkets are responding to the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands surged before the holidays. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new beer brand co-founded by a famous actor.
“Consumers still want robust taste from nolo drinks,” commented an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to additional product ranges on shelves to cater to this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has formed a “alliance”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less in total.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers engage with alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to extend their evenings without sacrificing on taste, quality, and the social ritual.
