The festive season and New Year's Eve gatherings traditionally would culminate in a morning-after regret, but with restraint now the order of the day, the new drinks industry buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the strength of the regular version – allowing you can have the same number of drinks without suffering the after-effects.
The Growth of Lower-ABV Alternatives
By definition, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry standard yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing Britons consuming less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is down from a peak of 14 weekly drinks two decades ago. It is worth noting that total avoidance is not increasing, which implies more mindful drinking habits are behind this trend.
Changing Preferences and Consumer Demand
Major retailers are tapping into the country's changing drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands spiked ahead of the holidays. Popular in-demand items have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also significant excitement around a new beer brand launched by a well-known actor.
“People still want robust taste from alcohol-free drinks,” said an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to additional product additions on shelves to satisfy this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of focused drinks brands has formed a “group”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is transforming,” said a strategy insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is seen as enabling them to lengthen their time out without compromising on flavor, enjoyment, and the social ritual.
