The festive season and New Year's Eve celebrations frequently could culminate in a next-day headache, but with restraint now the prevailing trend, the emerging beverage sector popular phrase is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is about half the ABV of the regular version – allowing you can have the same number of drinks without suffering the worse for wear.
The Growth of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and full-strength options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting corresponds to data showing Britons consuming less alcohol in the past. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. Interestingly total teetotalism is stable, which suggests more cautious drinking habits are fueling this trend.
Changing Drinking Culture and Market Demand
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands spiked in the run-up to the holidays. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also notable interest around a new beer brand co-founded by a well-known actor.
“Shoppers still want big flavours from alcohol-free drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to meet this growing appetite.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance of specialist drinks brands has established a “group”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is changing,” stated a consumer insight director. “While some are choosing alcohol-free alternatives, a growing segment is embracing mid-strength alcohol as the ideal balance.”
This approach is described as allowing them to prolong their social experiences without compromising on taste, quality, and the social ritual.
