The festive season and New Year's Eve gatherings frequently could result in a morning-after regret, but with moderation now the prevailing trend, the emerging drinks industry popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – meaning you can consume the same number of drinks without feeling the after-effects.
The Emergence of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and regular options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent of coasting corresponds to data showing Britons consuming less alcohol than before. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total abstention is stable, which implies more moderate drinking habits are behind this trend.
Shifting Drinking Culture and Consumer Demand
Major supermarkets are catering to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands spiked ahead of the holidays. Popular in-demand items have included British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new beer brand co-founded by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” said an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to additional product ranges on shelves to cater to this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of focused drinks brands has created a “group”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is transforming,” observed a strategy insight director. “While some are choosing alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is seen as enabling them to lengthen their social experiences without sacrificing on flavor, enjoyment, and the social ritual.
