The festive season and New Year's Eve celebrations frequently could culminate in a next-day headache, but with temperance now the prevailing trend, the new drinks industry popular phrase is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – so you can enjoy the identical quantity of drinks without feeling the worse for wear.
The Rise of Moderate-Strength Options
As the name implies, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry definition yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons drinking less alcohol than before. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Notably total abstention is stable, which indicates more cautious drinking habits are behind this shift.
Evolving Habits and Market Demand
Major retailers are responding to the country's evolving drinking culture by offering more mid-strength brands. These feature 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 spiked before the holidays. Popular queries have included UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new brew launched by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to new product listings on shelves to meet this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of focused drinks brands has formed a “mid-strength collective”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume 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,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is seen as enabling them to lengthen their time out without sacrificing on taste, enjoyment, and overall experience.
