Christmas and New Year's Eve gatherings frequently could culminate in a hangover, but with temperance now the new norm, the new drinks industry popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – so you can have the same number of drinks without suffering the worse for wear.
The Growth of Lower-ABV Alternatives
By definition, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and standard options. While an official industry guideline yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing Britons drinking less alcohol in the past. The average UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since data collection began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total teetotalism is not increasing, which suggests more moderate drinking habits are fueling this shift.
Shifting Habits and Consumer Response
Major retailers are catering to the country's changing drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged ahead of the holidays. Popular searches have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product ranges on shelves to meet this demand.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has established a “mid-strength collective”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as enabling them to prolong their evenings without compromising on flavor, quality, and overall experience.
