The festive season and New Year's Eve celebrations traditionally would result in a morning-after regret, but with temperance now the new norm, the new beverage sector trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the ABV of the standard version – meaning you can consume the identical quantity of drinks without experiencing the after-effects.
The Rise of Moderate-Strength Options
By definition, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and full-strength options. While a precise industry definition yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting aligns with data showing UK adults drinking less alcohol historically. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. It is worth noting that total abstention is not increasing, which implies more cautious drinking habits are driving this change.
Evolving Preferences and Consumer Demand
Major retailers are catering to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for nolo brands surged in the run-up to the festive period. Popular queries have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also notable interest around a new beer brand launched by a famous actor.
“Shoppers still want robust taste from alcohol-free drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to satisfy this demand.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has established a “group”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “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 engage with alcohol is transforming,” said a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the ideal balance.”
This approach is described as enabling them to lengthen their evenings without compromising on flavor, enjoyment, and the social ritual.
