Christmas and New Year's Eve gatherings often used to culminate in a next-day headache, but with moderation now the prevailing trend, the emerging beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the standard version – meaning you can enjoy the identical quantity of drinks without experiencing the after-effects.
The Emergence of Mid-Strength Alternatives
True to its name, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry guideline yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting corresponds to data showing Britons drinking less alcohol in the past. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Interestingly total teetotalism is not on the rise, which suggests more cautious drinking habits are fueling this change.
Changing Drinking Culture and Consumer Demand
Major supermarkets are catering to the country's changing drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased in the run-up to the festive period. Popular queries have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new brew co-founded by a well-known actor.
“People still want big flavours from nolo drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to new product ranges on shelves to cater to this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has established a “mid-strength collective”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is changing,” observed a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to prolong their evenings without sacrificing on taste, quality, and the social ritual.
