The festive season and New Year's Eve gatherings frequently could result in a next-day headache, but with temperance now the new norm, the emerging beverage sector popular phrase is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is about half the strength of the regular version – allowing you can enjoy the same number of drinks without suffering the worse for wear.
The Emergence of Mid-Strength Choices
True to its name, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting chimes with data showing Britons consuming less alcohol than before. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Notably total teetotalism is stable, which suggests more mindful drinking habits are behind this change.
Shifting Drinking Culture and Consumer Response
Major retailers are responding to the country's changing drinking culture by stocking more mid-strength brands. These include options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged in the run-up to the festive period. Popular searches have featured British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new brew co-founded by a famous actor.
“People still want big flavours from alcohol-free drinks,” said an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product listings on shelves to meet this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has created a “mid-strength collective”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to lengthen their time out without compromising on flavor, quality, and the social ritual.
