The festive season and New Year's Eve celebrations frequently could result in a hangover, but with restraint now the prevailing trend, the emerging beverage sector trending term is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – allowing you can have the equivalent amount of drinks without experiencing the after-effects.
The Rise of Moderate-Strength Options
True to its name, “mid-strength” drinks take up the middle ground between no and low-alcohol (nolo) and standard options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons drinking less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total teetotalism is stable, which implies more mindful drinking habits are behind this shift.
Changing Preferences and Consumer Response
Major supermarkets are responding to the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands increased in the run-up to the festive period. Popular queries have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also considerable interest around a new brew launched by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product additions 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 established a “group”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is evolving,” said a strategy insight director. “While some are opting for alcohol-free options, a increasing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to lengthen their evenings without compromising on taste, enjoyment, and overall experience.
