Christmas and New Year's Eve celebrations frequently could lead to a hangover, but with moderation now the new norm, the latest beverage sector buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – so you can have the same number of drinks without experiencing the worse for wear.
The Emergence of Lower-ABV Alternatives
By definition, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting chimes with data showing UK adults drinking less alcohol in the past. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Notably total abstention is not on the rise, which implies more cautious drinking habits are driving this change.
Shifting Preferences and Consumer Demand
Major supermarkets are tapping into the country's changing drinking culture by stocking more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands increased before the festive period. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also considerable interest around a new beer brand co-founded by a well-known actor.
“Shoppers still want robust taste from alcohol-free drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product ranges on shelves to cater to this demand.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has created a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is changing,” stated a consumer insight director. “While some are choosing alcohol-free alternatives, a growing segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is described as enabling them to lengthen their social experiences without sacrificing on flavor, enjoyment, and the social ritual.
