The festive season and New Year's Eve festivities often used to result in a next-day headache, but with restraint now the prevailing trend, the latest 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 standard version – meaning you can enjoy the identical quantity of drinks without suffering the after-effects.
The Emergence of Lower-ABV Options
As the name implies, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and regular options. While there is no firm industry guideline yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing Britons drinking less alcohol than before. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not on the rise, which implies more moderate drinking habits are driving this shift.
Changing Drinking Culture and Consumer Response
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands surged before the festive period. Popular searches have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also significant excitement around a new brew co-founded by a well-known actor.
“People still want big flavours from alcohol-free drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” 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 group of focused drinks brands has formed a “alliance”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers approach alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is described as allowing them to extend their evenings without compromising on flavor, quality, and overall experience.
