Christmas and New Year's Eve celebrations traditionally would lead to a hangover, but with temperance now the new norm, the emerging drinks industry buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – so you can enjoy the identical quantity of drinks without experiencing the negative effects.
The Emergence of Lower-ABV Alternatives
True to its name, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and full-strength options. While an official industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain consuming less alcohol than before. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Notably total teetotalism is stable, which implies more mindful drinking habits are behind this trend.
Evolving Preferences and Market Demand
Major retailers are responding to the country's changing drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked ahead of the holidays. Popular queries have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new brew launched by a famous actor.
“Consumers still want robust taste from nolo drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to new product listings on shelves to cater to this growing appetite.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has established a “group”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers approach alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is described as allowing them to lengthen their time out without sacrificing on taste, quality, and the social ritual.
