The festive season and New Year's Eve festivities frequently could lead to a next-day headache, but with temperance now the new norm, the latest drinks industry trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – so you can have the same number of drinks without suffering the worse for wear.
The Emergence of Lower-ABV Choices
By definition, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While an official industry definition yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults drinking less alcohol than before. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total teetotalism is not increasing, which indicates more moderate drinking habits are behind this change.
Evolving Preferences and Consumer Demand
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for nolo brands spiked before the festive period. Popular queries have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable buzz around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” commented an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to satisfy this growing appetite.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has formed a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be enabling them to extend their time out without sacrificing on flavor, quality, and overall experience.
