The festive season and New Year's Eve gatherings traditionally would lead to a morning-after regret, but with moderation now the order of the day, the new drinks industry buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – so you can have the same number of drinks without feeling the after-effects.
The Rise of Lower-ABV Options
By definition, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and standard options. While an official industry definition yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting aligns with data showing people in Britain drinking less alcohol in the past. The typical 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 two decades ago. Notably total teetotalism is not on the rise, which suggests more cautious drinking habits are driving this trend.
Shifting Habits and Consumer Demand
Major retailers are responding 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.
Online searches for nolo brands surged before the holidays. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new beer brand co-founded by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to additional product listings on shelves to cater to this growing appetite.
The Mainstream Move and Drinker Habits
To make mid-strength drinking “the norm,” a alliance of focused drinks brands has created a “alliance”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is changing,” stated a strategy insight director. “While some are choosing alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is described as allowing them to prolong their evenings without sacrificing on taste, quality, and the social ritual.
