The festive season and New Year's Eve celebrations traditionally would lead to a morning-after regret, but with temperance now the new norm, the latest beverage sector buzzword is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – meaning you can have the same number of drinks without feeling the negative effects.
The Growth of Lower-ABV Alternatives
As the name implies, “mid-strength” drinks take up the middle ground between no and low-alcohol (nolo) and regular options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting aligns with data showing people in Britain drinking less alcohol in the past. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Notably total abstention is stable, which indicates more cautious drinking habits are driving this change.
Evolving Habits and Consumer Response
Major supermarkets are tapping into the country's changing drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands spiked ahead of the holidays. Popular in-demand items have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new brew launched by a famous actor.
“Consumers 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 “flourishing,” leading to additional product additions on shelves to cater to this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “group”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers consume alcohol is evolving,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to lengthen their social experiences without compromising on flavor, enjoyment, and overall experience.