The festive season and New Year's Eve gatherings frequently could culminate in a morning-after regret, but with restraint now the order of the day, the latest drinks industry popular phrase is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – so you can enjoy the same number of drinks without experiencing the negative effects.
The Rise of Mid-Strength Options
As the name implies, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and full-strength options. While a precise industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting corresponds to data showing UK adults drinking less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total abstention is not on the rise, which implies more moderate drinking habits are driving this trend.
Shifting Habits and Market Response
Major supermarkets are catering to the country's evolving drinking culture by offering 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 nolo alternatives.
Web searches for nolo brands spiked ahead of the festive period. Popular searches have featured British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new brew co-founded by a famous actor.
“Shoppers still want big flavours from nolo drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to cater to this demand.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has established a “alliance”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the perfect compromise.”
This approach is seen as enabling them to lengthen their evenings without sacrificing on taste, enjoyment, and the social ritual.
