Christmas and New Year's Eve festivities traditionally would culminate in a morning-after regret, but with temperance now the order of the day, the latest drinks industry trending term is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – allowing you can consume the same number of drinks without suffering the after-effects.
The Rise of Lower-ABV Choices
As the name implies, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and full-strength options. While an official industry guideline yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting corresponds to data showing Britons consuming less alcohol historically. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total avoidance is stable, which indicates more moderate drinking habits are behind this trend.
Shifting Habits and Consumer Demand
Major retailers are tapping into the country's changing drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked before the festive period. Popular in-demand items have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new beer brand co-founded by a well-known actor.
“People still want robust taste from alcohol-free drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product additions on shelves to cater to this growing appetite.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “group”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount 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 consume alcohol is transforming,” stated a consumer insight director. “While some are opting for alcohol-free options, a increasing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is described as enabling them to lengthen their social experiences without compromising on flavor, quality, and overall experience.
