Christmas and New Year's Eve festivities often used to result in a morning-after regret, but with restraint now the order of the day, the emerging drinks industry buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – so you can have the same number of drinks without feeling the negative effects.
The Emergence of Mid-Strength Options
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 standard yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons drinking less alcohol in the past. The average UK adult consumed 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 peak of 14 weekly drinks two decades ago. It is worth noting that total avoidance is stable, which implies more moderate drinking habits are behind this shift.
Evolving Drinking Culture and Market Response
Major retailers are responding to the country's changing 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 gin at 15%, alongside nolo alternatives.
Web searches for nolo brands increased before the festive period. Popular in-demand items have featured British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also notable excitement around a new beer brand co-founded by a famous actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product ranges on shelves to meet this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has established a “group”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to lengthen their social experiences without compromising on taste, quality, and overall experience.
