Christmas and New Year's Eve festivities frequently could result in a morning-after regret, but with temperance now the order of the day, the latest beverage sector popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – allowing you can consume the equivalent amount of drinks without feeling the negative effects.
The Rise of Mid-Strength Alternatives
By definition, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and full-strength options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing UK adults consuming less alcohol historically. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. It is worth noting that total avoidance is not on the rise, which implies more cautious drinking habits are behind this change.
Evolving Preferences and Market Response
Major supermarkets are catering to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked ahead of the festive period. Popular queries have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable buzz around a new beer brand launched by a famous actor.
“Consumers still want full-bodied experiences from nolo 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 additional product additions on shelves to meet this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has established a “mid-strength collective”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is changing,” observed a strategy insight director. “While some are choosing alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the ideal compromise.”
This approach is described as allowing them to lengthen their evenings without sacrificing on flavor, quality, and the social ritual.
