The festive season and New Year's Eve festivities traditionally would lead to a next-day headache, but with temperance now the new norm, the latest beverage sector buzzword is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – so you can enjoy the identical quantity of drinks without suffering the after-effects.
The Rise of Mid-Strength Options
By definition, “mid-strength” drinks fill the middle territory 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: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting corresponds to data showing people in Britain consuming less alcohol than before. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Notably total avoidance is not on the rise, which implies more cautious drinking habits are behind this trend.
Evolving Habits and Consumer Response
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands spiked ahead of the festive period. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also significant buzz around a new beer brand co-founded by a famous actor.
“People still want full-bodied experiences from nolo drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product ranges on shelves to meet this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has created a “mid-strength collective”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is transforming,” said a consumer insight director. “While some are opting for alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is seen as allowing them to lengthen their evenings without sacrificing on taste, quality, and overall experience.
