The festive season and New Year's Eve celebrations frequently could culminate in a morning-after regret, but with moderation now the order of the day, the emerging beverage sector trending term is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the strength of the regular version – meaning you can enjoy the identical quantity of drinks without feeling the worse for wear.
The Emergence of Moderate-Strength Options
As the name implies, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and standard options. While an official industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain drinking less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Interestingly total avoidance is stable, which indicates more cautious drinking habits are fueling this shift.
Changing Drinking Culture and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands surged in the run-up to the festive period. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also considerable excitement around a new brew launched by a well-known actor.
“People still want robust taste from nolo drinks,” commented an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to cater to this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has formed a “alliance”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less 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 occasion.
“The way consumers approach alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is described as enabling them to prolong their social experiences without sacrificing on flavor, quality, and overall experience.
