The festive season and New Year's Eve celebrations often used to result in a next-day headache, but with temperance now the order of the day, the new drinks industry trending term is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – so you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Growth of Moderate-Strength Options
By definition, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and standard options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain drinking less alcohol in the past. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is not on the rise, which implies more cautious drinking habits are behind this change.
Changing Preferences and Consumer Response
Major supermarkets are responding to the country's changing drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands increased before the holidays. Popular queries have featured 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,” noted an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to new product ranges on shelves to satisfy this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has created a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers consume alcohol is evolving,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to prolong their evenings without sacrificing on taste, quality, and the social ritual.
