The festive season and New Year's Eve celebrations frequently could result in a next-day headache, but with temperance now the prevailing trend, the latest drinks industry trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – allowing you can have the equivalent amount of drinks without feeling the after-effects.
The Growth of Lower-ABV Alternatives
By definition, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry standard yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons consuming less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not increasing, which indicates more cautious drinking habits are behind this change.
Evolving Habits and Consumer Response
Major retailers are catering to the country's evolving drinking culture by stocking more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked before the festive period. Popular searches have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also notable buzz around a new beer brand launched by a well-known actor.
“People still want big flavours from alcohol-free drinks,” said an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to additional product additions on shelves to meet this growing appetite.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has formed a “group”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is seen as allowing them to prolong their evenings without compromising on taste, enjoyment, and the social ritual.
