The festive season and New Year's Eve celebrations often used to result in a morning-after regret, but with moderation now the prevailing trend, the latest beverage sector trending term is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the regular version – meaning you can have the identical quantity of drinks without experiencing the after-effects.
The Growth of Lower-ABV Alternatives
True to its name, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and regular options. While there is no firm industry guideline yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons drinking less alcohol in the past. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Notably total teetotalism is not increasing, which indicates more mindful drinking habits are behind this shift.
Shifting Preferences and Consumer Demand
Major supermarkets are responding 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 nolo alternatives.
Web searches for non-alcoholic brands increased before the festive period. Popular in-demand items have included British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable excitement around a new beer brand launched by a well-known actor.
“People still want robust taste from nolo drinks,” said an industry expert. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product listings on shelves to meet this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has established a “alliance”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers consume alcohol is transforming,” observed a consumer insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is described as enabling them to lengthen their evenings without compromising on flavor, enjoyment, and the social ritual.
