The festive season and New Year's Eve festivities often used to culminate in a morning-after regret, but with temperance now the order of the day, the emerging beverage sector popular phrase is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – meaning you can consume the same number of drinks without experiencing the after-effects.
The Emergence of Lower-ABV Choices
By definition, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical ABVs 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 emergence of coasting corresponds to data showing UK adults consuming less alcohol than before. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. Notably total avoidance is stable, which indicates more mindful drinking habits are driving this change.
Shifting Preferences and Market Demand
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands spiked in the run-up to the festive period. Popular queries have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also significant excitement around a new brew launched by a famous actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product additions on shelves to meet this growing appetite.
The Mainstream Move and Drinker Habits
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has created a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free options, a growing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is described as enabling them to extend their time out without sacrificing on taste, quality, and the social ritual.
