The festive season and New Year's Eve festivities traditionally would result in a morning-after regret, but with moderation now the order of the day, the latest beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the regular version – allowing you can consume the same number of drinks without feeling the worse for wear.
The Growth of Moderate-Strength Options
True to its name, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and standard options. While there is no firm industry definition yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults consuming less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since records began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is not increasing, which suggests more moderate drinking habits are fueling this change.
Evolving Preferences and Market Response
Major retailers are catering to the country's changing drinking culture by carrying more mid-strength brands. These feature 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 surged before the holidays. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new brew co-founded by a well-known actor.
“People still want big flavours from alcohol-free drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product additions on shelves to satisfy this growing appetite.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a group of specialist drinks brands has formed a “group”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is seen as allowing them to lengthen their evenings without sacrificing on flavor, quality, and the social ritual.