Christmas and New Year's Eve gatherings traditionally would lead to a hangover, but with moderation now the new norm, the new drinks industry trending term is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – allowing you can enjoy the same number of drinks without experiencing the after-effects.
The Growth of Moderate-Strength Options
By definition, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and standard options. While a precise industry definition yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons drinking less alcohol historically. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since data collection began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Interestingly total abstention is not increasing, which suggests more mindful drinking habits are driving this change.
Changing Habits and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands surged before the holidays. Popular queries have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new brew co-founded by a famous actor.
“Consumers still want robust taste from nolo drinks,” said an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product additions on shelves to cater to this demand.
Wider Push and Consumer Habits
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has created a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is changing,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the ideal balance.”
This approach is described as allowing them to prolong their social experiences without compromising on taste, quality, and overall experience.
