The festive season and New Year's Eve festivities frequently could result in a morning-after regret, but with restraint now the order of the day, the emerging beverage sector trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the strength of the regular version – allowing you can enjoy the equivalent amount of drinks without feeling the worse for wear.
The Emergence of Moderate-Strength Options
By definition, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults drinking less alcohol in the past. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since data collection began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is stable, which indicates more moderate drinking habits are fueling this change.
Shifting Preferences and Market Response
Major supermarkets are catering to the country's evolving drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands increased in the run-up to the holidays. Popular searches have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also considerable interest around a new beer brand co-founded by a famous actor.
“Shoppers still want robust taste from alcohol-free drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product listings on shelves to meet this demand.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has established a “mid-strength collective”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the ideal balance.”
This approach is seen as allowing them to extend their time out without sacrificing on taste, quality, and the social ritual.
