Christmas and New Year's Eve celebrations frequently could lead to a hangover, but with restraint now the prevailing trend, the new drinks industry trending term is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – so you can consume the identical quantity of drinks without experiencing the negative effects.
The Emergence of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and regular options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 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 Britons drinking less alcohol historically. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since data collection began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Interestingly total teetotalism is not increasing, which suggests more mindful drinking habits are behind this shift.
Changing Habits and Consumer Demand
Major supermarkets are tapping into the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands increased ahead of the festive period. Popular in-demand items have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also notable interest around a new beer brand launched by a famous actor.
“Consumers still want robust taste from alcohol-free drinks,” said an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to additional product additions on shelves to meet this growing appetite.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has formed a “group”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to lengthen their social experiences without compromising on flavor, quality, and overall experience.
