The festive season and New Year's Eve celebrations often used to result in a next-day headache, but with restraint now the prevailing trend, the new beverage sector popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – so you can have the identical quantity of drinks without suffering the worse for wear.
The Rise of Mid-Strength Choices
True to its name, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and standard options. While there is no firm industry guideline yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons consuming less alcohol in the past. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. Interestingly total teetotalism is not increasing, which indicates more cautious drinking habits are driving this trend.
Changing Habits and Consumer Demand
Major supermarkets 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 white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged in the run-up to the festive period. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new beer brand co-founded by a well-known actor.
“Consumers still want big flavours from nolo drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to new product additions on shelves to satisfy this demand.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has formed a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is evolving,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to extend their time out without compromising on taste, quality, and the social ritual.
