The festive season and New Year's Eve gatherings traditionally would lead to a next-day headache, but with temperance now the order of the day, the latest drinks industry buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – so you can consume the equivalent amount of drinks without experiencing the negative effects.
The Growth of Mid-Strength Choices
True to its name, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and full-strength options. While an official industry definition yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults consuming less alcohol in the past. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not increasing, which suggests more cautious drinking habits are behind this shift.
Changing Drinking Culture and Consumer Response
Major supermarkets are tapping into the country's evolving drinking culture by carrying 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 increased before the holidays. Popular in-demand items have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable buzz around a new brew launched by a famous actor.
“People still want big flavours from nolo drinks,” commented an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to satisfy this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has created a “mid-strength collective”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is suggested to be enabling them to extend their evenings without sacrificing on flavor, enjoyment, and the social ritual.
