Christmas and New Year's Eve gatherings often used to culminate in a morning-after regret, but with moderation now the order of the day, the latest drinks industry trending term is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – meaning you can consume the identical quantity of drinks without feeling the negative effects.
The Growth of Moderate-Strength Choices
By definition, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and regular options. While there is no firm industry guideline yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons consuming less alcohol than before. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. Notably total teetotalism is stable, which implies more mindful drinking habits are driving this trend.
Shifting Drinking Culture and Consumer Response
Major retailers are tapping into 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.
Online searches for nolo brands surged before the holidays. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also significant interest around a new beer brand launched by a famous actor.
“Shoppers still want robust taste from nolo drinks,” said an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to satisfy this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “mainstream,” a group of focused drinks brands has created a “mid-strength collective”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the perfect compromise.”
This approach is described as allowing them to prolong their evenings without compromising on flavor, enjoyment, and overall experience.
