Christmas and New Year's Eve gatherings traditionally would result in a morning-after regret, but with moderation now the prevailing trend, the new beverage sector trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – meaning you can enjoy the identical quantity of drinks without suffering the worse for wear.
The Emergence of Mid-Strength Alternatives
By definition, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry definition yet, typical ranges 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 chimes with data showing people in Britain drinking less alcohol in the past. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Interestingly total avoidance is stable, which implies more mindful drinking habits are fueling this change.
Changing Drinking Culture and Consumer Response
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands surged before the holidays. Popular searches have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new beer brand co-founded by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product listings on shelves to satisfy this growing appetite.
Wider Push and Drinker Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has created a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers engage with alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the ideal balance.”
This approach is seen as allowing them to prolong their social experiences without compromising on flavor, enjoyment, and the social ritual.
