The festive season and New Year's Eve celebrations traditionally would result in a hangover, but with temperance now the prevailing trend, the latest beverage sector trending term is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – so you can enjoy the same number of drinks without experiencing the worse for wear.
The Growth of Lower-ABV Alternatives
As the name implies, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and regular options. While there is no firm industry standard yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing people in Britain drinking less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since records began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. Interestingly total teetotalism is stable, which implies more mindful drinking habits are fueling this trend.
Changing Drinking Culture and Market Response
Major supermarkets are responding to the country's changing drinking culture by offering 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 nolo brands increased ahead of the holidays. Popular searches have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also significant interest around a new brew co-founded by a well-known actor.
“Shoppers still want robust taste from alcohol-free drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to additional product additions on shelves to cater to this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has established a “alliance”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is transforming,” observed a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to lengthen their time out without sacrificing on taste, quality, and the social ritual.
