Christmas and New Year's Eve celebrations traditionally would lead to a next-day headache, but with moderation now the new norm, the emerging drinks industry trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – so you can have the equivalent amount of drinks without feeling the negative effects.
The Emergence of Lower-ABV Alternatives
By definition, “mid-strength” drinks fill the sweet spot between alcohol-free and low-ABV and standard options. While an official industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons consuming less alcohol historically. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total abstention is stable, which suggests more cautious drinking habits are fueling this shift.
Changing Drinking Culture and Market Demand
Major supermarkets are tapping into the country's changing drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands surged in the run-up to the festive period. Popular queries have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also significant buzz around a new beer brand co-founded by a well-known actor.
“Shoppers still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to new product additions on shelves to cater to this demand.
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 showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to extend their time out without sacrificing on taste, enjoyment, and overall experience.
