Christmas and New Year's Eve celebrations traditionally would culminate in a hangover, but with restraint now the order of the day, the emerging drinks industry popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – allowing you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Rise of Mid-Strength Choices
By definition, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and standard options. While an official industry guideline yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting chimes with 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 peak of 14 weekly drinks two decades ago. Notably total teetotalism is not on the rise, which suggests more cautious drinking habits are behind this trend.
Evolving Drinking Culture and Consumer Demand
Major supermarkets are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands surged ahead of the holidays. Popular searches have included UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new brew launched by a famous actor.
“People still want big flavours from alcohol-free drinks,” noted an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to additional product listings on shelves to satisfy this demand.
Wider Push and Drinker Habits
To make mid-strength drinking “mainstream,” a coalition of focused drinks brands has created a “mid-strength collective”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers engage with alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the perfect compromise.”
This approach is described as allowing them to lengthen their time out without sacrificing on flavor, enjoyment, and the social ritual.
