Christmas and New Year's Eve gatherings traditionally would result in a hangover, but with restraint now the order of the day, the latest drinks industry buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the ABV of the standard version – meaning you can consume the same number of drinks without feeling the negative effects.
The Rise of Mid-Strength Options
By definition, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and regular options. While an official industry guideline 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 Britons drinking less alcohol than before. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. Notably total abstention is not on the rise, which implies more cautious drinking habits are driving this shift.
Shifting Drinking Culture and Consumer Demand
Major retailers are tapping into the country's changing drinking culture by carrying 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 ahead of the festive period. Popular queries have included British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable buzz around a new beer brand co-founded by a famous actor.
“Consumers still want big flavours from nolo drinks,” commented 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 additional product ranges on shelves to cater to this growing appetite.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a coalition of specialist drinks brands has established a “alliance”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is evolving,” said a strategy insight director. “While some are opting for alcohol-free options, a increasing segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is described as enabling them to prolong their social experiences without compromising on flavor, enjoyment, and overall experience.
