Christmas and New Year's Eve gatherings traditionally would result in a next-day headache, but with moderation now the prevailing trend, the emerging beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the strength of the regular version – so you can have the equivalent amount of drinks without suffering the after-effects.
The Emergence of Moderate-Strength Alternatives
By definition, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and standard options. While there is no firm industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting chimes with data showing people in Britain drinking less alcohol than before. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Notably total abstention is not on the rise, which suggests more cautious drinking habits are fueling this change.
Changing Drinking Culture and Market Response
Major supermarkets are responding to the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands increased before the festive period. Popular searches have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant excitement around a new beer brand launched by a well-known actor.
“People still want robust taste from alcohol-free drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product listings on shelves to cater to this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has created a “group”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to lengthen their time out without compromising on taste, enjoyment, and overall experience.
