Christmas and New Year's Eve festivities traditionally would result in a hangover, but with temperance now the new norm, the latest beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is about half the ABV of the regular version – so you can consume the identical quantity of drinks without feeling the after-effects.
The Growth of Lower-ABV Alternatives
By definition, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and standard options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons drinking less alcohol in the past. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not on the rise, which implies more moderate drinking habits are behind this shift.
Changing Habits and Consumer Demand
Major supermarkets are catering to the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine 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 featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new beer brand co-founded by a well-known actor.
“People still want big flavours from nolo drinks,” said 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 “the norm,” a alliance of focused drinks brands has created a “alliance”.
A poll of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is transforming,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is seen as allowing them to lengthen their time out without sacrificing on flavor, enjoyment, and the social ritual.
