Christmas and New Year's Eve celebrations traditionally would result in a morning-after regret, but with moderation now the order of the day, the new beverage sector trending term is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – meaning you can have the same number of drinks without experiencing the after-effects.
The Growth of Moderate-Strength Options
As the name implies, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain consuming less alcohol historically. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Notably total teetotalism is not on the rise, which implies more moderate drinking habits are fueling this change.
Evolving Habits and Market Demand
Major supermarkets are responding to the country's changing drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands surged ahead of the festive period. Popular searches have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new brew co-founded by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to new product listings on shelves to satisfy this demand.
Wider Push and Consumer Behaviors
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has established a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is transforming,” said a consumer insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is described as allowing them to prolong their time out without sacrificing on flavor, enjoyment, and overall experience.
