Christmas and New Year's Eve festivities frequently could result in a next-day headache, but with restraint now the prevailing trend, the new drinks industry trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the ABV of the traditional version – so you can have the equivalent amount of drinks without experiencing the after-effects.
The Emergence of Lower-ABV Options
True to its name, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing people in Britain consuming less alcohol historically. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount 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 teetotalism is not on the rise, which suggests more cautious drinking habits are fueling this trend.
Evolving Habits and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased ahead of the festive period. Popular queries have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new brew launched by a well-known actor.
“People still want big flavours from alcohol-free drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product additions on shelves to meet this growing appetite.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has formed a “group”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers consume alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the ideal balance.”
This approach is seen as allowing them to prolong their evenings without sacrificing on taste, enjoyment, and overall experience.
