The festive season and New Year's Eve festivities often used to culminate in a hangover, but with temperance now the prevailing trend, the new beverage sector buzzword is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the standard version – meaning you can have the equivalent amount of drinks without feeling the negative effects.
The Rise of Mid-Strength Alternatives
By definition, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and regular options. While a precise industry definition yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons drinking less alcohol historically. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. It is worth noting that total teetotalism is stable, which suggests more mindful drinking habits are fueling this trend.
Evolving Habits and Consumer Demand
Major supermarkets are catering to the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands spiked ahead of the holidays. Popular searches have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also notable buzz around a new beer brand launched by a famous actor.
“Shoppers still want big flavours from nolo drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to satisfy this demand.
Wider Move and Drinker Behaviors
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has formed a “mid-strength collective”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is transforming,” stated a strategy insight director. “While some are choosing alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is suggested to be allowing them to prolong their social experiences without compromising on flavor, quality, and overall experience.
