The festive season and New Year's Eve gatherings frequently could lead to a next-day headache, but with moderation now the new norm, the new beverage sector popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – so you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Emergence of Lower-ABV Alternatives
True to its name, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and standard options. While a precise industry standard yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain drinking less alcohol historically. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which implies more moderate drinking habits are behind this shift.
Evolving Preferences and Market Demand
Major retailers are catering to the country's evolving drinking culture by offering 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 surged ahead of the festive period. Popular searches have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new beer brand co-founded by a well-known actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to new product ranges on shelves to meet this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has formed a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is changing,” said a consumer insight director. “While some are opting for alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the ideal balance.”
This approach is described as enabling them to lengthen their evenings without sacrificing on taste, enjoyment, and the social ritual.
