The festive season and New Year's Eve celebrations often used to lead to a morning-after regret, but with restraint now the order of the day, the latest beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – so you can enjoy the identical quantity of drinks without feeling the worse for wear.
The Growth of Lower-ABV Options
By definition, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing UK adults consuming less alcohol in the past. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Notably total avoidance is not on the rise, which implies more mindful drinking habits are driving this change.
Shifting Preferences and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands increased in the run-up to the holidays. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also considerable buzz around a new beer brand launched by a famous actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product additions on shelves to cater to this growing appetite.
The Mainstream Move and Drinker Habits
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has formed a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers consume alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free options, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to extend their social experiences without sacrificing on taste, quality, and overall experience.
