The festive season and New Year's Eve celebrations traditionally would result in a morning-after regret, but with temperance now the order of the day, the new drinks industry buzzword is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – meaning you can have the same number of drinks without feeling the after-effects.
The Emergence of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and full-strength options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting aligns with data showing people in Britain drinking less alcohol in the past. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Interestingly total abstention is not increasing, which implies more moderate drinking habits are fueling this shift.
Shifting Drinking Culture and Consumer Demand
Major supermarkets are tapping into the country's changing drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands surged before the holidays. Popular queries have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable excitement around a new brew co-founded by a well-known actor.
“Consumers still want robust taste from nolo drinks,” noted an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product listings on shelves to satisfy this demand.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has established a “group”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is seen as allowing them to prolong their evenings without sacrificing on taste, quality, and the social ritual.
