The festive season and New Year's Eve celebrations traditionally would culminate in a next-day headache, but with moderation now the prevailing trend, the emerging drinks industry popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – meaning you can consume the equivalent amount of drinks without feeling the after-effects.
The Growth of Mid-Strength Alternatives
By definition, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain consuming less alcohol in the past. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Interestingly total abstention is not on the rise, which suggests more cautious drinking habits are driving this shift.
Evolving Preferences and Market Response
Major supermarkets are responding to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands spiked before the holidays. Popular queries have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also notable interest around a new brew launched by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product ranges on shelves to satisfy this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has created a “group”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less in total.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free options, a increasing segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be enabling them to prolong their social experiences without compromising on flavor, quality, and the social ritual.
