Christmas and New Year's Eve celebrations traditionally would result in a next-day headache, but with temperance now the new norm, the new beverage sector popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the ABV of the standard version – meaning you can enjoy the equivalent amount of drinks without suffering the negative effects.
The Rise of Lower-ABV Alternatives
As the name implies, “mid-strength” drinks fill the middle ground between alcohol-free and low-ABV and regular options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent of coasting aligns with data showing Britons consuming less alcohol than before. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since records began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. Interestingly total abstention is not increasing, which indicates more moderate drinking habits are behind this change.
Evolving Habits and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands surged before the holidays. Popular queries have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable interest around a new beer brand launched by a well-known actor.
“Shoppers still want robust taste from nolo drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to cater to this growing appetite.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has established a “group”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is changing,” observed a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is seen as enabling them to prolong their social experiences without sacrificing on taste, enjoyment, and overall experience.
