The festive season and New Year's Eve celebrations traditionally would lead to a morning-after regret, but with temperance now the prevailing trend, the new drinks industry trending term is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the traditional version – so you can consume the identical quantity of drinks without suffering the worse for wear.
The Growth of Lower-ABV Options
By definition, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and standard options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting corresponds to 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 lowest figure since records began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not increasing, which implies more cautious drinking habits are behind this change.
Changing Preferences and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by carrying 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 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 launched by a well-known actor.
“Consumers still want robust taste from nolo drinks,” noted an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product additions on shelves to meet this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has established a “group”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is evolving,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is suggested to be allowing them to prolong their social experiences without sacrificing on taste, enjoyment, and overall experience.
