The festive season and New Year's Eve festivities often used to culminate in a hangover, but with temperance now the new norm, the emerging beverage sector trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – meaning you can consume the identical quantity of drinks without feeling the negative effects.
The Emergence of Moderate-Strength Alternatives
By definition, “mid-strength” drinks occupy 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 emergence of coasting corresponds to data showing UK adults drinking less alcohol in the past. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. It is worth noting that total teetotalism is not increasing, which suggests more moderate drinking habits are driving this change.
Shifting Drinking Culture and Market Demand
Major retailers are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These feature 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 spiked before the festive period. Popular searches have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also significant buzz around a new brew co-founded by a well-known actor.
“Consumers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product ranges on shelves to meet this demand.
Wider Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “alliance”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is changing,” said a strategy insight director. “While some are choosing alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is suggested to be allowing them to lengthen their social experiences without sacrificing on flavor, quality, and overall experience.
