Christmas and New Year's Eve festivities often used to culminate in a next-day headache, but with moderation now the new norm, the latest drinks industry trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – so you can have the identical quantity of drinks without experiencing the negative effects.
The Emergence of Mid-Strength Alternatives
By definition, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting chimes with data showing people in Britain drinking less alcohol in the past. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Interestingly total avoidance is not increasing, which indicates more moderate drinking habits are driving this trend.
Evolving Drinking Culture and Consumer Response
Major retailers are catering to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands increased before the festive period. Popular queries have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also considerable buzz around a new beer brand launched by a famous actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” said an industry expert. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to additional product ranges on shelves to satisfy this growing appetite.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “widely accepted,” a coalition of focused drinks brands has formed a “mid-strength collective”.
A survey of drinking habits showed 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” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is transforming,” said a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be allowing them to extend their evenings without compromising on taste, enjoyment, and overall experience.
