Christmas and New Year's Eve gatherings traditionally would result in a hangover, but with moderation now the prevailing trend, the new drinks industry trending term is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – meaning you can have the identical quantity of drinks without experiencing the worse for wear.
The Rise of Lower-ABV Choices
By definition, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and regular options. While there is no firm industry definition yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting chimes with data showing UK adults consuming less alcohol than before. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not on the rise, which suggests more mindful drinking habits are behind this shift.
Evolving 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 rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked in the run-up to the festive period. Popular searches have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new brew co-founded by a famous actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to meet this demand.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a alliance of specialist drinks brands has established a “group”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is changing,” observed a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the ideal compromise.”
This approach is seen as allowing them to prolong their evenings without sacrificing on flavor, enjoyment, and the social ritual.
