Christmas and New Year's Eve gatherings frequently could result in a next-day headache, but with restraint now the order of the day, the emerging beverage sector buzzword is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is about half the ABV of the regular version – meaning you can consume the same number of drinks without experiencing the negative effects.
The Rise of Mid-Strength Choices
As the name implies, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and standard options. While an official industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting chimes with data showing people in Britain drinking less alcohol than before. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since data collection began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total avoidance is stable, which suggests more cautious drinking habits are fueling this change.
Changing Habits and Market Response
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands increased before the holidays. Popular queries have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable excitement around a new beer brand co-founded by a well-known actor.
“People still want big flavours from alcohol-free drinks,” noted an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product additions on shelves to cater to this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has established a “mid-strength collective”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is described as enabling them to prolong their social experiences without sacrificing on flavor, quality, and overall experience.
