Christmas and New Year's Eve celebrations often used to result in a next-day headache, but with temperance now the new norm, the latest drinks industry popular phrase is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is about half the strength of the regular version – so you can consume the equivalent amount of drinks without experiencing the after-effects.
The Rise of Moderate-Strength Choices
As the name implies, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and regular options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons consuming less alcohol historically. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is stable, which implies more cautious drinking habits are behind this trend.
Shifting Habits and Market Demand
Major retailers are tapping into the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands surged in the run-up to the festive period. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new beer brand launched by a well-known actor.
“Shoppers still want full-bodied experiences 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 described as “booming,” leading to additional product listings on shelves to meet this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a group of specialist drinks brands has formed a “alliance”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free options, a growing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to lengthen their social experiences without sacrificing on flavor, enjoyment, and the social ritual.
