Christmas and New Year's Eve gatherings traditionally would result in a hangover, but with moderation now the new norm, the new beverage sector buzzword is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is approximately half the ABV of the traditional version – meaning you can consume the equivalent amount of drinks without suffering the negative effects.
The Emergence of Lower-ABV Choices
As the name implies, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and regular options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent of coasting corresponds to data showing UK adults consuming less alcohol in the past. The average UK adult drank approximately 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 peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not on the rise, which indicates more moderate drinking habits are behind this change.
Shifting Drinking Culture and Market Demand
Major retailers are catering 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 nolo brands increased in the run-up to the holidays. Popular queries have included UK-made non-alcoholic pre-dinner drinks 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.
“People still want robust taste from alcohol-free drinks,” noted an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product additions on shelves to satisfy this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has formed a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is transforming,” said a strategy insight director. “While some are choosing alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the perfect balance.”
This approach is described as allowing them to lengthen their time out without sacrificing on taste, quality, and overall experience.
