Christmas and New Year's Eve gatherings often used to culminate in a morning-after regret, but with temperance now the order of the day, the new beverage sector buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the ABV of the regular version – so you can consume the identical quantity of drinks without suffering the worse for wear.
The Growth of Lower-ABV Options
True to its name, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and full-strength options. While a precise industry standard yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults consuming less alcohol than before. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. Interestingly total teetotalism is not on the rise, which implies more mindful drinking habits are behind this shift.
Evolving Preferences and Market Demand
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands increased ahead of the holidays. Popular queries have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also notable interest around a new beer brand co-founded by a famous actor.
“Shoppers still want robust taste from alcohol-free drinks,” commented an industry expert. “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 ranges on shelves to cater to this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has formed a “alliance”.
A poll of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are choosing alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is suggested to be allowing them to extend their time out without sacrificing on taste, enjoyment, and the social ritual.
