Christmas and New Year's Eve festivities often used to lead to a next-day headache, but with temperance now the new norm, the latest drinks industry popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the regular version – allowing you can enjoy the identical quantity of drinks without feeling the after-effects.
The Growth of Lower-ABV Alternatives
By definition, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing people in Britain consuming less alcohol in the past. The typical UK adult had around 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. It is worth noting that total avoidance is not on the rise, which implies more moderate drinking habits are driving this shift.
Changing Habits and Market Demand
Major retailers are catering to the country's changing drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for nolo brands spiked ahead of the holidays. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new beer brand co-founded by a famous actor.
“Shoppers still want big flavours from alcohol-free drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product listings on shelves to cater to this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is changing,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is described as allowing them to lengthen their social experiences without compromising on taste, quality, and overall experience.
