The festive season and New Year's Eve festivities often used to lead to a hangover, but with moderation now the prevailing trend, the emerging drinks industry popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the traditional version – allowing you can enjoy the same number of drinks without suffering the after-effects.
The Rise of Mid-Strength Choices
True to its name, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and full-strength options. While there is no firm industry definition yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons drinking less alcohol historically. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. Interestingly total avoidance is not increasing, which suggests more mindful drinking habits are behind this trend.
Evolving Drinking Culture and Market Demand
Major retailers are catering to the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for nolo brands surged before the festive period. Popular in-demand items have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also considerable interest around a new brew launched by a well-known actor.
“Shoppers still want big flavours from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product additions on shelves to cater to this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks overall.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers engage with alcohol is changing,” observed 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 prolong their evenings without sacrificing on taste, enjoyment, and overall experience.
