Christmas and New Year's Eve celebrations frequently could result in a morning-after regret, but with moderation now the new norm, the new beverage sector trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – so you can enjoy the identical quantity of drinks without feeling the negative effects.
The Emergence of Lower-ABV Choices
As the name implies, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and full-strength options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults consuming less alcohol in the past. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is stable, which implies more cautious drinking habits are driving this shift.
Changing Preferences and Market Response
Major supermarkets are responding to the country's changing drinking culture by carrying more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands surged ahead of the festive period. Popular in-demand items have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also notable buzz around a new beer brand launched by a well-known actor.
“Consumers still want robust taste from alcohol-free drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to additional product ranges on shelves to satisfy this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance 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 in total.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to extend their evenings without compromising on taste, enjoyment, and overall experience.
