The festive season and New Year's Eve gatherings frequently could lead to a morning-after regret, but with moderation now the order of the day, the latest beverage sector popular phrase is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the standard version – so you can enjoy the identical quantity of drinks without feeling the after-effects.
The Rise of Mid-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle ground between no and low-alcohol (nolo) and regular options. While an official industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent of coasting chimes with data showing people in Britain drinking less alcohol than before. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Notably total avoidance is stable, which indicates more mindful drinking habits are fueling this trend.
Changing Drinking Culture and Consumer Response
Major supermarkets are responding to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked ahead of the holidays. Popular searches have included British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable excitement around a new beer brand launched by a well-known actor.
“People still want big flavours from nolo drinks,” said an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to meet this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has formed a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is changing,” observed a consumer insight director. “While some are choosing alcohol-free options, a growing segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to lengthen their time out without compromising on flavor, enjoyment, and overall experience.
