The festive season and New Year's Eve gatherings frequently could lead to a morning-after regret, but with temperance now the prevailing trend, the new drinks industry buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the standard version – so you can have the equivalent amount of drinks without feeling the worse for wear.
The Emergence of Moderate-Strength Alternatives
By definition, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While a precise industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting corresponds to data showing Britons drinking less alcohol in the past. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is down from a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not on the rise, which implies more moderate drinking habits are driving this shift.
Shifting Drinking Culture and Market Demand
Major retailers are catering to the country's evolving drinking culture by offering 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 increased before the festive period. Popular queries have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable interest around a new beer brand co-founded by a famous actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” said an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to satisfy this demand.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has formed a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is evolving,” said a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to prolong their evenings without compromising on taste, quality, and overall experience.
