The festive season and New Year's Eve festivities traditionally would lead to a next-day headache, but with restraint now the order of the day, the new beverage sector popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the strength of the standard version – so you can consume the equivalent amount of drinks without suffering the worse for wear.
The Emergence of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and regular options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing people in Britain drinking less alcohol historically. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Interestingly total abstention is stable, which indicates more mindful drinking habits are fueling this shift.
Changing Preferences and Consumer Demand
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked before the festive period. Popular queries have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also notable interest around a new brew launched by a famous actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” said an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to additional product additions on shelves to meet this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has formed a “mid-strength collective”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating 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 choosing alcohol-free options, a expanding segment is embracing mid-strength alcohol as the ideal balance.”
This approach is seen as enabling them to extend their time out without compromising on flavor, enjoyment, and the social ritual.
