The festive season and New Year's Eve celebrations traditionally would result in a hangover, but with restraint now the prevailing trend, the new beverage sector popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – allowing you can enjoy the equivalent amount of drinks without experiencing the negative effects.
The Growth of Lower-ABV Options
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While a precise industry guideline yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing UK adults consuming less alcohol historically. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since data collection began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not on the rise, which indicates more moderate drinking habits are fueling this change.
Changing Habits and Market Response
Major supermarkets are catering to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands increased before the festive period. Popular queries have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also significant excitement around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product ranges on shelves to cater to this demand.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has established a “mid-strength collective”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is transforming,” stated a consumer insight director. “While some are choosing alcohol-free options, a expanding segment is adopting mid-strength alcohol as the ideal balance.”
This approach is seen as enabling them to prolong their evenings without compromising on taste, enjoyment, and overall experience.
