The festive season and New Year's Eve festivities frequently could lead to a morning-after regret, but with moderation now the new norm, the new beverage sector buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – allowing you can enjoy the equivalent amount of drinks without feeling the negative effects.
The Rise of Mid-Strength Choices
By definition, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and full-strength options. While an official industry definition yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting aligns with data showing people in Britain drinking less alcohol historically. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not on the rise, which implies more cautious drinking habits are fueling this change.
Evolving Drinking Culture and Consumer Demand
Major retailers are catering to the country's changing drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands surged in the run-up to the festive period. Popular searches have featured British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new beer brand launched by a well-known actor.
“Shoppers 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 “flourishing,” leading to new product listings on shelves to meet this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a group of focused drinks brands has established a “group”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is seen as enabling them to extend their social experiences without compromising on flavor, enjoyment, and the social ritual.
