The festive season and New Year's Eve festivities frequently could culminate in a morning-after regret, but with temperance now the new norm, the emerging beverage sector popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – so you can consume the equivalent amount of drinks without feeling the worse for wear.
The Emergence of Mid-Strength Options
By definition, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and regular options. While an official industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing people in Britain drinking less alcohol in the past. The average UK adult had 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 high of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not on the rise, which implies more moderate drinking habits are behind this trend.
Shifting Drinking Culture and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé 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 included British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new brew co-founded by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” noted an industry expert. “They want options beyond just spirit substitutes.”
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 Push and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has established a “group”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is changing,” observed a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is suggested to be enabling them to prolong their social experiences without sacrificing on taste, quality, and the social ritual.
