Christmas and New Year's Eve gatherings often used to result in a next-day headache, but with restraint now the prevailing trend, the emerging beverage sector trending term is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – allowing you can consume the identical quantity of drinks without experiencing the negative effects.
The Rise of Mid-Strength Alternatives
By definition, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and standard options. While there is no firm industry definition yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons consuming less alcohol in the past. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is down from a high of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which indicates more cautious drinking habits are driving this shift.
Changing Drinking Culture and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands spiked ahead of the holidays. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new brew launched by a well-known actor.
“People 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 described as “thriving,” leading to additional product additions on shelves to cater to this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has established a “mid-strength collective”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less in total.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers approach alcohol is changing,” stated a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to extend their evenings without compromising on flavor, enjoyment, and the social ritual.
