Christmas and New Year's Eve celebrations traditionally would lead to a next-day headache, but with temperance now the prevailing trend, the new beverage sector buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – allowing you can consume the equivalent amount of drinks without experiencing the worse for wear.
The Rise of Lower-ABV Alternatives
By definition, “mid-strength” drinks fill the sweet spot between no and low-alcohol (nolo) and standard options. While there is no firm industry definition yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting corresponds to data showing people in Britain drinking less alcohol in the past. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Interestingly total abstention is not increasing, which suggests more mindful drinking habits are behind this shift.
Evolving Habits and Market Response
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands increased before the festive period. Popular queries have included British non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger drink. There is also considerable buzz around a new beer brand co-founded by a well-known actor.
“Shoppers still want big flavours from nolo drinks,” said an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product ranges on shelves to cater to this demand.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has created a “group”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is evolving,” said a consumer insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to lengthen their evenings without sacrificing on flavor, enjoyment, and the social ritual.
