The festive season and New Year's Eve festivities frequently could result in a morning-after regret, but with moderation now the order of the day, the emerging drinks industry popular phrase is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is roughly 50% the ABV of the regular version – meaning you can enjoy the equivalent amount of drinks without experiencing the after-effects.
The Growth of Mid-Strength Options
True to its name, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and full-strength options. While a precise industry guideline yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain drinking less alcohol than before. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total abstention is not increasing, which suggests more mindful drinking habits are fueling this shift.
Changing Drinking Culture and Consumer Response
Major retailers are tapping into the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands spiked before the festive period. Popular in-demand items have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also considerable excitement around a new beer brand launched by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to additional product listings on shelves to satisfy this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has formed a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is seen as allowing them to extend their social experiences without compromising on taste, enjoyment, and the social ritual.
