The festive season and New Year's Eve gatherings often used to lead to a morning-after regret, but with moderation now the new norm, 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 – so you can have the equivalent amount of drinks without suffering the after-effects.
The Growth of Moderate-Strength Alternatives
By definition, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and regular options. While there is no firm industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults drinking less alcohol historically. The typical UK adult had approximately 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 high of 14 weekly drinks two decades ago. Interestingly total teetotalism is not on the rise, which implies more moderate drinking habits are driving this shift.
Evolving Preferences and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands surged before the festive period. Popular queries have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also significant buzz around a new beer brand launched by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product ranges on shelves to cater to this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has formed a “group”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is suggested to be enabling them to prolong their social experiences without compromising on flavor, enjoyment, and overall experience.
