The festive season and New Year's Eve celebrations traditionally would lead to a hangover, but with restraint now the order of the day, the new drinks industry trending term is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is approximately half the alcohol content of the standard version – so you can enjoy the identical quantity of drinks without suffering the negative effects.
The Rise of Moderate-Strength Choices
True to its name, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and regular options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting chimes with data showing people in Britain drinking less alcohol than before. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. It is worth noting that total avoidance is not on the rise, which indicates more mindful drinking habits are driving this change.
Shifting Habits and Market Demand
Major supermarkets are responding to the country's changing 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 gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands spiked before the festive period. Popular in-demand items have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new brew co-founded by a well-known actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to cater to this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has created a “group”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks overall.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” stated a consumer insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to prolong their social experiences without compromising on taste, quality, and overall experience.
