The festive season and New Year's Eve celebrations often used to culminate in a morning-after regret, but with restraint now the new norm, the latest beverage sector buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – allowing you can have the identical quantity of drinks without feeling the after-effects.
The Emergence of Moderate-Strength Choices
As the name implies, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and standard options. While an official industry guideline yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting chimes with data showing people in Britain consuming less alcohol than before. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Notably total abstention is not on the rise, which implies more mindful drinking habits are behind this change.
Changing Drinking Culture and Consumer Response
Major supermarkets are tapping into the country's changing drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged before the holidays. Popular in-demand items have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also significant excitement around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to additional product ranges on shelves to satisfy this growing appetite.
Wider Push and Drinker Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has established a “group”.
A survey of drinking habits revealed 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 occasion.
“The way consumers engage with alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is described as enabling them to lengthen their social experiences without sacrificing on taste, enjoyment, and overall experience.
