The festive season and New Year's Eve gatherings traditionally would lead to a hangover, but with restraint now the prevailing trend, the new beverage sector trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the alcohol content of the standard version – so you can consume the identical quantity of drinks without suffering the worse for wear.
The Growth of Moderate-Strength Options
True to its name, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and regular options. While an official industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing people in Britain consuming less alcohol in the past. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Interestingly total teetotalism is not on the rise, which indicates more cautious drinking habits are driving this trend.
Evolving Drinking Culture and Consumer Response
Major retailers are responding to the country's changing drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands surged ahead of the festive period. Popular searches have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also considerable excitement around a new brew co-founded by a famous actor.
“Consumers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to cater to this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has formed a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is transforming,” said a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect balance.”
This approach is described as enabling them to prolong their social experiences without compromising on flavor, quality, and the social ritual.
