The festive season and New Year's Eve gatherings often used to result in a hangover, but with moderation now the order of the day, the emerging drinks industry popular phrase is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – meaning you can enjoy the equivalent amount of drinks without feeling the after-effects.
The Growth of Lower-ABV Choices
True to its name, “mid-strength” drinks fill the middle ground between alcohol-free and low-ABV and regular options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing people in Britain consuming less alcohol historically. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. It is worth noting that total abstention is not on the rise, which indicates more mindful drinking habits are behind this change.
Evolving Preferences and Market Demand
Major retailers are catering to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased ahead of the festive period. Popular in-demand items have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also significant buzz around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to additional product listings on shelves to cater to this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has established a “alliance”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers consume alcohol is changing,” stated a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is described as enabling them to extend their social experiences without sacrificing on taste, quality, and the social ritual.
