Christmas and New Year's Eve celebrations frequently could result in a hangover, but with temperance now the prevailing trend, the emerging beverage sector buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – so you can consume 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 no and low-alcohol (nolo) and full-strength options. While a precise industry definition yet, typical ranges 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 people in Britain drinking less alcohol in the past. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount 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 increasing, which suggests more cautious drinking habits are fueling this change.
Shifting Preferences and Market Demand
Major supermarkets are responding to the country's changing drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked in the run-up to the festive period. Popular in-demand items have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable interest around a new brew co-founded by a famous actor.
“Consumers still want big flavours from alcohol-free drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to new product listings on shelves to meet this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has established a “mid-strength collective”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect balance.”
This approach is described as allowing them to extend their evenings without sacrificing on flavor, enjoyment, and overall experience.
