Christmas and New Year's Eve gatherings traditionally would result in a next-day headache, but with temperance now the prevailing trend, the latest drinks industry popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the traditional version – meaning you can enjoy the equivalent amount of drinks without suffering the negative effects.
The Growth of Mid-Strength Choices
True to its name, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and standard options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain consuming less alcohol historically. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is down from a high of 14 weekly drinks two decades ago. Notably total teetotalism is not increasing, which indicates more mindful drinking habits are behind this change.
Changing Habits and Market Demand
Major supermarkets are responding to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands spiked ahead of the holidays. Popular in-demand items have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also considerable buzz around a new brew launched by a well-known actor.
“People still want robust taste from alcohol-free drinks,” commented an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product ranges on shelves to satisfy this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has established a “group”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect compromise.”
This approach is seen as enabling them to prolong their time out without sacrificing on taste, enjoyment, and the social ritual.
