Christmas and New Year's Eve festivities often used to result in a hangover, but with moderation now the prevailing trend, the new beverage sector trending term is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – so you can consume the identical quantity of drinks without suffering the worse for wear.
The Emergence of Moderate-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry definition yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting chimes with data showing Britons drinking less alcohol than before. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. Notably total abstention is stable, which suggests more moderate drinking habits are behind this shift.
Shifting Habits and Consumer Demand
Major retailers are catering to 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 spirit at 15%, alongside nolo alternatives.
Online searches for nolo brands increased ahead of the holidays. Popular queries have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant excitement around a new beer brand co-founded by a famous actor.
“People still want big flavours from alcohol-free drinks,” noted an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product listings on shelves to meet this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “group”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is suggested to be enabling them to extend their social experiences without compromising on flavor, enjoyment, and the social ritual.
