The festive season and New Year's Eve festivities frequently could culminate in a hangover, but with moderation now the prevailing trend, the new drinks industry popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the strength of the traditional version – meaning you can consume the equivalent amount of drinks without feeling the after-effects.
The Emergence of Lower-ABV Alternatives
By definition, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and standard options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing UK adults drinking less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total abstention is stable, which suggests more cautious drinking habits are driving this change.
Evolving Drinking Culture and Consumer Response
Major retailers are tapping into the country's evolving drinking culture by offering more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands spiked ahead of the festive period. Popular searches have included British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable buzz around a new beer brand launched by a famous actor.
“Consumers still want big flavours from nolo drinks,” said an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to additional product additions on shelves to cater to this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has created a “mid-strength collective”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is evolving,” observed a consumer insight director. “While some are choosing alcohol-free options, a growing segment is turning to mid-strength alcohol as the ideal compromise.”
This approach is seen as allowing them to lengthen their social experiences without compromising on flavor, enjoyment, and overall experience.
