The festive season and New Year's Eve gatherings traditionally would lead to a hangover, but with restraint now the prevailing trend, the latest drinks industry buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – meaning you can have the same number of drinks without feeling the negative effects.
The Emergence of Mid-Strength Choices
By definition, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and full-strength options. While an official industry standard yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing UK adults consuming less alcohol than before. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not increasing, which suggests more cautious drinking habits are behind this shift.
Changing Drinking Culture and Market Demand
Major supermarkets are catering to the country's changing drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands increased ahead of the festive period. Popular queries have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also notable buzz around a new beer brand launched by a famous actor.
“Shoppers still want robust taste from nolo drinks,” commented an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to new product listings on shelves to satisfy this growing appetite.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has formed a “mid-strength collective”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to prolong their social experiences without compromising on taste, enjoyment, and the social ritual.
