Christmas and New Year's Eve gatherings often used to lead to a morning-after regret, but with restraint now the order of the day, the new drinks industry trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the ABV of the regular version – so you can enjoy the same number of drinks without feeling the after-effects.
The Growth of Mid-Strength Alternatives
By definition, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and standard options. While there is no firm industry standard yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting corresponds to data showing people in Britain drinking less alcohol historically. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Interestingly total teetotalism is stable, which indicates more moderate drinking habits are fueling this trend.
Shifting Drinking Culture and Market Response
Major retailers are tapping into the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked before the holidays. Popular searches have featured UK-made non-alcoholic pre-dinner drinks inspired by 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.
“Shoppers still want full-bodied experiences from nolo drinks,” said an industry expert. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to new product additions on shelves to meet this growing appetite.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has created a “group”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is transforming,” stated a strategy 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 lengthen their time out without compromising on flavor, quality, and the social ritual.
