The festive season and New Year's Eve gatherings traditionally would lead to a hangover, but with restraint now the prevailing trend, the new drinks industry buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – allowing you can have the identical quantity of drinks without experiencing the worse for wear.
The Emergence of Lower-ABV Choices
True to its name, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and regular options. While a precise industry definition yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting aligns with data showing people in Britain drinking less alcohol in the past. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Notably total teetotalism is stable, which implies more moderate drinking habits are driving this shift.
Changing Habits and Consumer Demand
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands surged ahead of the holidays. Popular queries have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also notable buzz around a new brew launched by a famous actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” commented 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 satisfy this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has formed a “group”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers consume alcohol is evolving,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is suggested to be allowing them to extend their social experiences without compromising on flavor, quality, and overall experience.
