Christmas and New Year's Eve gatherings traditionally would lead to a next-day headache, but with temperance now the prevailing trend, the latest drinks industry buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – meaning you can have the equivalent amount of drinks without experiencing the worse for wear.
The Emergence of Mid-Strength Choices
As the name implies, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry definition yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain drinking less alcohol than before. The average UK adult had around 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. Interestingly total avoidance is not on the rise, which implies more mindful drinking habits are behind this change.
Changing Habits and Consumer Demand
Major retailers are catering to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands increased in the run-up to the festive period. Popular queries have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also considerable interest around a new brew launched by a well-known actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to new product additions on shelves to meet this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has formed a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to extend their social experiences without sacrificing on taste, enjoyment, and the social ritual.
