The festive season and New Year's Eve celebrations frequently could result in a morning-after regret, but with restraint now the order of the day, the latest beverage sector buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – meaning you can consume the identical quantity of drinks without experiencing the after-effects.
The Emergence of Lower-ABV Choices
By definition, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While an official industry definition yet, typical ABVs 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 aligns with data showing Britons consuming less alcohol in the past. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. It is worth noting that total avoidance is stable, which suggests more cautious drinking habits are driving this change.
Changing Drinking Culture and Consumer Demand
Major retailers are responding to the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands spiked ahead of the holidays. Popular in-demand items have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new beer brand launched by a famous actor.
“Consumers still want big flavours from alcohol-free drinks,” said an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to cater to this demand.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “the norm,” a alliance of focused drinks brands has created a “alliance”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is changing,” stated a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is turning to mid-strength alcohol as the perfect compromise.”
This approach is suggested to be enabling them to extend their evenings without compromising on flavor, enjoyment, and overall experience.
