Christmas and New Year's Eve celebrations frequently could culminate in a hangover, but with moderation now the prevailing trend, the new beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the strength of the traditional version – so you can have the same number of drinks without suffering the negative effects.
The Rise of Mid-Strength Choices
As the name implies, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and regular options. While a precise industry guideline yet, typical strengths 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 advent of coasting corresponds to data showing UK adults drinking less alcohol than before. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not increasing, which indicates more mindful drinking habits are fueling this change.
Changing Habits and Market Response
Major supermarkets are tapping into the country's evolving drinking culture by carrying 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.
Online searches for non-alcoholic brands surged ahead of the festive period. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also considerable interest around a new brew launched by a well-known actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” said an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product additions on shelves to meet this demand.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has created a “group”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is suggested to be enabling them to extend their evenings without sacrificing on taste, quality, and overall experience.
