The festive season and New Year's Eve festivities frequently could result in a hangover, but with restraint now the order of the day, the emerging drinks industry buzzword is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the ABV of the standard version – allowing you can enjoy the identical quantity of drinks without experiencing the worse for wear.
The Emergence of Lower-ABV Choices
As the name implies, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and regular options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting chimes with data showing people in Britain consuming less alcohol in the past. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since data collection began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not increasing, which suggests more cautious drinking habits are driving this shift.
Shifting Preferences and Market Demand
Major supermarkets are catering 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 spirit at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands spiked ahead of the festive period. Popular queries have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new beer brand launched by a well-known actor.
“Shoppers still want robust taste from nolo drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to additional product ranges on shelves to cater to this demand.
Wider Move and Drinker Behaviors
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has established a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is evolving,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to prolong their social experiences without compromising on taste, enjoyment, and the social ritual.
