The festive season and New Year's Eve gatherings frequently could culminate in a next-day headache, but with restraint now the prevailing trend, the latest beverage sector buzzword is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the strength of the traditional version – so you can have the equivalent amount of drinks without suffering the negative effects.
The Emergence of Lower-ABV Options
As the name implies, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and standard options. While there is no firm industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 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 UK adults consuming less alcohol in the past. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Notably total abstention is not increasing, which implies more cautious drinking habits are driving this change.
Changing Preferences and Market Demand
Major retailers are responding to the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for nolo brands spiked before the holidays. Popular queries have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new beer brand launched by a well-known actor.
“People still want robust taste from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to meet this growing appetite.
Wider Push and Consumer Habits
To make mid-strength drinking “mainstream,” a coalition of focused drinks brands has formed a “group”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” said a consumer insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to extend their time out without compromising on flavor, quality, and the social ritual.
