Christmas and New Year's Eve gatherings frequently could result in a hangover, but with restraint now the order of the day, the emerging beverage sector buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the traditional version – meaning you can have the identical quantity of drinks without suffering the negative effects.
The Emergence of Lower-ABV Options
As the name implies, “mid-strength” drinks take up the middle ground between no and low-alcohol (nolo) and full-strength options. While an official industry definition yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons consuming less alcohol in the past. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Interestingly total avoidance is not on the rise, which implies more moderate drinking habits are fueling this change.
Changing Preferences and Market Response
Major retailers are catering 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 non-alcoholic brands increased in the run-up to the holidays. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new brew co-founded by a well-known actor.
“Shoppers still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product additions on shelves to cater to this demand.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has formed a “mid-strength collective”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” said a strategy insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is suggested to be allowing them to extend their time out without compromising on flavor, enjoyment, and overall experience.
