The festive season and New Year's Eve festivities traditionally would result in a next-day headache, but with temperance now the prevailing trend, the emerging drinks industry trending term is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – so you can enjoy the same number of drinks without suffering the worse for wear.
The Growth of Moderate-Strength Options
By definition, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and regular options. While there is no firm industry guideline yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting chimes with data showing Britons drinking less alcohol historically. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not increasing, which implies more moderate drinking habits are driving this shift.
Changing Drinking Culture and Market Demand
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands spiked in the run-up to the holidays. Popular queries have included British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also significant excitement around a new brew launched by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” said an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to additional product ranges on shelves to meet this growing appetite.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has formed a “mid-strength collective”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is changing,” said a consumer insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to lengthen their time out without sacrificing on flavor, enjoyment, and the social ritual.
