Christmas and New Year's Eve gatherings often used to lead to a next-day headache, but with restraint now the prevailing trend, the emerging beverage sector buzzword is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – allowing you can enjoy the equivalent amount of drinks without experiencing the after-effects.
The Emergence of Moderate-Strength Options
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting chimes with data showing Britons drinking less alcohol in the past. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Interestingly total abstention is stable, which indicates more mindful drinking habits are behind this shift.
Evolving Drinking Culture and Consumer Demand
Major supermarkets are responding to the country's changing drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked before the festive period. Popular in-demand items have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable buzz around a new brew co-founded by a famous actor.
“Consumers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to meet this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has created a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers consume alcohol is changing,” said a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is embracing mid-strength alcohol as the perfect compromise.”
This approach is described as allowing them to extend their time out without compromising on flavor, quality, and overall experience.
