The festive season and New Year's Eve gatherings traditionally would lead to a next-day headache, but with temperance now the order of the day, the new beverage sector buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – meaning you can have the equivalent amount of drinks without feeling the negative effects.
The Emergence of Moderate-Strength Options
By definition, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and standard options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting aligns with data showing people in Britain drinking 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 records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not on the rise, which suggests more mindful drinking habits are behind this trend.
Shifting Drinking Culture and Market Response
Major retailers are tapping into the country's changing drinking culture by carrying more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands spiked ahead of the festive period. Popular queries have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable excitement around a new brew launched by a well-known actor.
“Consumers still want big flavours 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 reportedly “booming,” leading to additional product listings on shelves to cater to this growing appetite.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a coalition of focused drinks brands has formed a “group”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is transforming,” stated a consumer insight director. “While some are opting for alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the perfect compromise.”
This approach is suggested to be allowing them to lengthen their social experiences without compromising on flavor, quality, and the social ritual.
