The festive season and New Year's Eve celebrations traditionally would result in a next-day headache, but with moderation now the prevailing trend, the new drinks industry buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the strength of the traditional version – meaning you can have the same number of drinks without feeling the worse for wear.
The Emergence of Mid-Strength Alternatives
By definition, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While a precise industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting aligns with data showing UK adults consuming less alcohol historically. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. It is worth noting that total abstention is not increasing, which indicates more mindful drinking habits are driving this trend.
Shifting Habits and Consumer Response
Major supermarkets are responding to the country's changing drinking culture by stocking 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.
Web searches for nolo brands surged before the festive period. Popular searches have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also significant interest around a new beer brand launched by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to additional product additions on shelves to satisfy this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has formed a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is transforming,” said a strategy insight director. “While some are opting for 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 lengthen their evenings without compromising on taste, enjoyment, and overall experience.
