The festive season and New Year's Eve festivities frequently could culminate in a hangover, but with restraint now the order of the day, the new drinks industry trending term is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – so you can consume the identical quantity of drinks without suffering the worse for wear.
The Emergence of Lower-ABV Choices
As the name implies, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and regular options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent 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 data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total avoidance is stable, which suggests more mindful drinking habits are behind this change.
Shifting Drinking Culture and Market Response
Major supermarkets are catering to the country's changing drinking culture by carrying 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.
Online searches for nolo brands increased before the holidays. Popular queries have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new beer brand launched by a famous actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to cater to this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has created a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a increasing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to lengthen their time out without sacrificing on flavor, quality, and overall experience.
