The festive season and New Year's Eve celebrations often used to result in a hangover, but with temperance now the order of the day, the emerging drinks industry popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – allowing you can consume the identical quantity of drinks without feeling the negative effects.
The Emergence of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and standard options. While an official industry guideline yet, typical ABVs are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing UK adults drinking less alcohol in the past. The typical UK adult drank around 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Notably total abstention is stable, which indicates more mindful drinking habits are driving this trend.
Changing Preferences and Market Response
Major supermarkets are catering to the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands surged ahead of the holidays. Popular in-demand items have included UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also considerable buzz around a new beer brand launched by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to new product ranges on shelves to cater to this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has formed a “alliance”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% regularly “coast” through their nights out.
- 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 opting for alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is seen as enabling them to extend their time out without sacrificing on flavor, quality, and overall experience.
