The festive season and New Year's Eve celebrations traditionally would result in a next-day headache, but with moderation now the order of the day, the new beverage sector popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the strength of the traditional version – meaning you can consume the equivalent amount of drinks without experiencing the after-effects.
The Growth of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While there is no firm industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing UK adults drinking less alcohol than before. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is not increasing, which suggests more mindful drinking habits are fueling this trend.
Changing Habits and Market Response
Major supermarkets are tapping into the country's changing drinking culture by offering 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 nolo brands spiked in the run-up to the holidays. Popular in-demand items have featured British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also significant interest around a new brew launched by a famous actor.
“People 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 reportedly “booming,” leading to new product listings on shelves to meet this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has created a “group”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is described as enabling them to extend their evenings without compromising on flavor, quality, and overall experience.
