The festive season and New Year's Eve festivities traditionally would result in a hangover, but with moderation now the new norm, the new beverage sector buzzword is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the regular version – allowing you can enjoy the same number of drinks without experiencing the worse for wear.
The Growth of Mid-Strength Choices
As the name implies, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical ABVs 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 chimes with data showing UK adults consuming less alcohol in the past. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is down from a high of 14 weekly drinks two decades ago. Notably total avoidance is not on the rise, which implies more moderate drinking habits are behind this shift.
Shifting Preferences and Market Demand
Major retailers are catering to the country's changing drinking culture by stocking 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 alcohol-free alternatives.
Web searches for nolo brands increased ahead of 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 significant excitement around a new beer brand launched by a well-known actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to additional product ranges on shelves to cater to this demand.
Wider Push and Drinker Habits
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has formed a “group”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount in total.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is transforming,” stated a strategy insight director. “While some are choosing alcohol-free options, a growing segment is turning to mid-strength alcohol as the ideal balance.”
This approach is suggested to be allowing them to extend their time out without sacrificing on taste, enjoyment, and the social ritual.
