The festive season and New Year's Eve gatherings traditionally would culminate in a next-day headache, but with moderation now the new norm, the emerging drinks industry buzzword is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is approximately half the alcohol content of the regular version – allowing you can consume the identical quantity of drinks without suffering the negative effects.
The Rise of Moderate-Strength Options
True to its name, “mid-strength” drinks fill the sweet spot between alcohol-free and low-ABV and regular options. While there is no firm industry standard yet, typical strengths 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 advent of coasting aligns with data showing UK adults consuming less alcohol in the past. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. Notably total abstention is not increasing, which suggests more mindful drinking habits are behind this change.
Evolving Preferences and Consumer Response
Major supermarkets are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands increased ahead of the holidays. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also significant buzz around a new beer brand launched by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” said an industry buyer. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to additional product additions on shelves to satisfy this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “the norm,” a alliance of focused drinks brands has created a “group”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is evolving,” said a consumer insight director. “While some are opting for alcohol-free alternatives, a growing segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is suggested to be enabling them to lengthen their social experiences without sacrificing on taste, enjoyment, and overall experience.
