Christmas and New Year's Eve gatherings often used to culminate in a next-day headache, but with moderation now the prevailing trend, the new beverage sector buzzword is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – allowing you can have the equivalent amount of drinks without experiencing the worse for wear.
The Growth of Lower-ABV Choices
By definition, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry standard yet, typical ABVs 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 emergence of coasting chimes with data showing UK adults drinking less alcohol in the past. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Notably total teetotalism is not on the rise, which indicates more mindful drinking habits are fueling this trend.
Changing Habits and Consumer Demand
Major supermarkets are tapping into the country's changing drinking culture by offering 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 surged before the holidays. Popular queries have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also considerable excitement around a new brew co-founded by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” said an industry expert. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product listings on shelves to satisfy this demand.
Wider Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “mid-strength collective”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is transforming,” observed a strategy insight director. “While some are choosing alcohol-free alternatives, a growing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to prolong their time out without sacrificing on taste, enjoyment, and the social ritual.
