Christmas and New Year's Eve festivities traditionally would lead to a hangover, but with moderation now the new norm, the latest beverage sector popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – so you can enjoy the equivalent amount of drinks without experiencing the worse for wear.
The Rise of Mid-Strength Options
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and standard options. While an official industry standard yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting corresponds to data showing Britons consuming less alcohol than before. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. It is worth noting that total abstention is not on the rise, which suggests more mindful drinking habits are driving this shift.
Evolving Preferences and Consumer Demand
Major retailers 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 nolo alternatives.
Web searches for non-alcoholic brands increased in the run-up to the festive period. Popular searches have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new brew co-founded by a famous actor.
“Shoppers still want robust taste from alcohol-free drinks,” said an industry expert. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to new product listings on shelves to satisfy this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has established a “group”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free options, a growing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is suggested to be enabling them to prolong their evenings without sacrificing on taste, quality, and the social ritual.
