Christmas and New Year's Eve festivities frequently could culminate in a morning-after regret, but with temperance now the new norm, the emerging beverage sector popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – so you can enjoy the identical quantity of drinks without feeling the after-effects.
The Emergence of Mid-Strength Options
By definition, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and standard options. While there is no firm industry standard yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons drinking less alcohol than before. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total avoidance is not on the rise, which implies more mindful drinking habits are fueling this shift.
Shifting Preferences and Market Response
Major supermarkets are tapping into the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands increased ahead of the festive period. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also significant interest around a new beer brand co-founded by a famous actor.
“People still want big flavours from nolo drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product listings on shelves to cater to this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a alliance of specialist drinks brands has created a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is transforming,” stated a consumer insight director. “While some are opting for alcohol-free options, a growing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is described as enabling them to lengthen their social experiences without compromising on flavor, quality, and overall experience.
