Christmas and New Year's Eve celebrations traditionally would lead to a hangover, but with moderation 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 alcohol content of the traditional version – allowing you can have the same number of drinks without feeling the worse for wear.
The Rise of Lower-ABV Options
As the name implies, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry definition yet, typical strengths are:
- Beers and ciders: About 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 UK adults drinking less alcohol historically. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since records began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Interestingly total teetotalism is not on the rise, which implies more cautious drinking habits are driving this change.
Evolving Preferences and Consumer Response
Major retailers are responding to the country's changing drinking culture by stocking 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 increased ahead of the holidays. 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 significant interest around a new beer brand co-founded by a famous actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product listings on shelves to cater to this growing appetite.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has established a “mid-strength collective”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is evolving,” said a strategy insight director. “While some are choosing alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal balance.”
This approach is seen as allowing them to lengthen their evenings without sacrificing on taste, quality, and the social ritual.
