Christmas and New Year's Eve gatherings traditionally would result in a hangover, but with restraint 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 approximately half the ABV of the standard version – so you can enjoy the same number of drinks without suffering the worse for wear.
The Growth of Mid-Strength Alternatives
By definition, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While a precise industry guideline 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 rise of coasting aligns with data showing UK adults drinking less alcohol historically. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Notably total abstention is stable, which suggests more cautious drinking habits are fueling this shift.
Shifting Drinking Culture and Consumer Demand
Major supermarkets are catering to the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands surged before the holidays. Popular in-demand items have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also notable excitement around a new beer brand co-founded by a famous actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product ranges on shelves to cater to this demand.
Wider Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has established a “group”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be enabling them to prolong their evenings without sacrificing on flavor, enjoyment, and the social ritual.
