The festive season and New Year's Eve celebrations traditionally would result in a hangover, but with temperance now the order of the day, the latest beverage sector trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – meaning you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Growth of Lower-ABV Options
As the name implies, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry standard yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons drinking less alcohol than before. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total abstention is not on the rise, which suggests more cautious drinking habits are driving this change.
Shifting Habits and Consumer Demand
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased before the festive period. Popular queries have included British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable buzz around a new brew co-founded by a famous actor.
“People still want robust taste from nolo drinks,” commented an industry buyer. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to meet this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has created a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is evolving,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to extend their evenings without compromising on taste, quality, and the social ritual.
