Christmas and New Year's Eve gatherings traditionally would lead to a morning-after regret, but with temperance now the new norm, the latest drinks industry popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the regular version – so you can enjoy the same number of drinks without suffering the negative effects.
The Rise of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks take up the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting aligns with data showing UK adults consuming less alcohol in the past. The average UK adult drank around 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 two decades ago. Notably total teetotalism is not on the rise, which suggests more cautious drinking habits are driving this shift.
Evolving Habits and Market Response
Major supermarkets are responding to the country's evolving drinking culture by stocking more mid-strength brands. These encompass options like a pink wine 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 included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new brew co-founded by a well-known actor.
“People still want robust taste from alcohol-free drinks,” commented an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to new product ranges on shelves to cater to this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has established a “group”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is transforming,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is seen as enabling them to lengthen their time out without compromising on taste, quality, and the social ritual.
