Christmas and New Year's Eve celebrations traditionally would culminate in a morning-after regret, but with temperance now the prevailing trend, the latest beverage sector popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – meaning you can have the identical quantity of drinks without suffering the worse for wear.
The Rise of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and regular options. While there is no firm industry standard yet, typical ranges 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 historically. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since records began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total abstention is stable, which indicates more cautious drinking habits are fueling this shift.
Evolving Habits and Market Response
Major supermarkets are catering to the country's changing drinking culture by offering 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.
Online searches for non-alcoholic brands increased before the festive period. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new beer brand co-founded by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to cater to this growing appetite.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has formed a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers consume alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free options, a growing segment is turning to mid-strength alcohol as the ideal balance.”
This approach is seen as enabling them to lengthen their social experiences without sacrificing on flavor, quality, and the social ritual.
