The festive season and New Year's Eve gatherings traditionally would culminate in a morning-after regret, but with restraint now the order of the day, the latest drinks industry popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – allowing you can have the equivalent amount of drinks without experiencing the worse for wear.
The Rise of Mid-Strength Choices
True to its name, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and standard options. While an official industry definition yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting chimes with data showing Britons consuming less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Notably total abstention is stable, which suggests more moderate drinking habits are fueling this shift.
Shifting Preferences and Consumer Response
Major retailers are catering to the country's changing drinking culture by stocking more mid-strength brands. These include 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 in the run-up to the festive period. Popular searches have included British 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.
“People still want big flavours from alcohol-free drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product listings on shelves to meet this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has established a “group”.
A poll of drinking habits showed 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 within the same occasion.
“The way consumers consume alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to extend their evenings without compromising on taste, enjoyment, and the social ritual.
