The festive season and New Year's Eve festivities frequently could lead to a morning-after regret, but with temperance now the prevailing trend, the latest beverage sector trending term is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the alcohol content of the standard version – so you can have the same number of drinks without suffering the negative effects.
The Rise of Moderate-Strength Choices
By definition, “mid-strength” drinks take up the middle ground between no and low-alcohol (nolo) and standard options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting chimes with data showing Britons consuming less alcohol historically. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is stable, which indicates more moderate drinking habits are driving this trend.
Shifting Habits and Consumer Demand
Major supermarkets are responding to the country's changing drinking culture by stocking 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.
Online searches for nolo brands surged before the holidays. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new beer brand co-founded by a well-known actor.
“People still want robust taste 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 “flourishing,” leading to additional product listings on shelves to meet this demand.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “mainstream,” a group of focused drinks brands has established a “group”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “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 evolving,” stated a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal balance.”
This approach is suggested to be enabling them to lengthen their social experiences without compromising on flavor, quality, and overall experience.
