Christmas and New Year's Eve gatherings frequently could culminate in a hangover, but with moderation now the order of the day, the emerging drinks industry buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – so you can enjoy the same number of drinks without experiencing the after-effects.
The Growth of Moderate-Strength Options
As the name implies, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and regular options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing people in Britain consuming less alcohol in the past. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total abstention is stable, which suggests more cautious drinking habits are behind this change.
Shifting Preferences and Market Demand
Major retailers are catering to the country's changing drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased in the run-up to the festive period. Popular searches have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also significant excitement around a new brew co-founded by a famous actor.
“Consumers still want full-bodied experiences from nolo drinks,” said an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product listings on shelves to meet this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has established a “alliance”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is evolving,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to prolong their social experiences without compromising on flavor, quality, and the social ritual.
