The festive season and New Year's Eve festivities frequently could lead to a morning-after regret, but with moderation now the order of the day, the new drinks industry buzzword is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the ABV of the regular version – allowing you can consume the equivalent amount of drinks without experiencing the negative effects.
The Emergence of Moderate-Strength Alternatives
By definition, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and full-strength options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 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 than before. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. It is worth noting that total avoidance is not on the rise, which implies more moderate drinking habits are behind this shift.
Shifting Habits and Consumer Demand
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged ahead of the festive period. Popular searches have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new beer brand launched by a well-known actor.
“Consumers still want big flavours 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 described as “booming,” leading to additional product listings on shelves to meet this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a group of specialist drinks brands has established 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 “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is changing,” observed a consumer insight director. “While some are choosing alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to lengthen their social experiences without compromising on flavor, quality, and overall experience.
