The festive season and New Year's Eve gatherings frequently could culminate in a hangover, but with moderation now the new norm, the latest beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the traditional version – meaning you can consume the equivalent amount of drinks without feeling the worse for wear.
The Rise of Mid-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and standard options. While an official industry guideline yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting chimes with data showing Britons drinking less alcohol historically. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total abstention is stable, which implies more cautious drinking habits are behind this trend.
Evolving Preferences and Market Demand
Major retailers are catering to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands increased before the festive period. Popular queries have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also considerable buzz around a new brew launched by a well-known actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” said an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product listings on shelves to cater to this demand.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has created a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is transforming,” said a strategy insight director. “While some are choosing alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to lengthen their evenings without sacrificing on flavor, quality, and overall experience.
