The festive season and New Year's Eve gatherings traditionally would lead to a next-day headache, but with restraint now the new norm, the emerging drinks industry popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the strength of the traditional version – allowing you can have the same number of drinks without feeling the negative effects.
The Growth of Lower-ABV Choices
By definition, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and standard options. While a precise industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting aligns with data showing people in Britain drinking less alcohol historically. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total teetotalism is not on the rise, which indicates more mindful drinking habits are driving this change.
Shifting Preferences and Market Demand
Major supermarkets are responding to the country's changing drinking culture by offering more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands increased in the run-up to the holidays. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger aperitif. There is also considerable excitement around a new beer brand co-founded by a well-known actor.
“People still want robust taste from nolo drinks,” said an industry buyer. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to meet this demand.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a alliance of specialist drinks brands has established a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free options, a increasing segment is turning to mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to lengthen their evenings without sacrificing on taste, enjoyment, and the social ritual.
