The festive season and New Year's Eve festivities frequently could result in a next-day headache, but with moderation now the order of the day, the emerging drinks industry buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the regular version – allowing you can have the equivalent amount of drinks without feeling the after-effects.
The Rise of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle ground between no and low-alcohol (nolo) and regular options. While an official industry definition yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults drinking less alcohol than before. The average UK adult drank 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 20 years prior. It is worth noting that total avoidance is not on the rise, which implies more moderate drinking habits are driving this trend.
Shifting Preferences and Consumer Response
Major retailers are catering to the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged before the holidays. Popular queries have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also notable interest around a new brew launched by a well-known actor.
“Consumers still want robust taste from nolo drinks,” said an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product ranges on shelves to cater to this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has created a “group”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” said a consumer insight director. “While some are opting for alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to prolong their time out without sacrificing on flavor, quality, and overall experience.
