The festive season and New Year's Eve celebrations traditionally would culminate in a morning-after regret, but with moderation now the prevailing trend, the new drinks industry trending term is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – meaning you can have the equivalent amount of drinks without feeling the negative effects.
The Rise of Moderate-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and standard options. While there is no firm industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults consuming less alcohol than before. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which implies more cautious drinking habits are fueling this change.
Shifting Drinking Culture and Market Demand
Major supermarkets are tapping into 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.
Online searches for nolo brands surged before the holidays. Popular queries have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable interest around a new beer brand co-founded by a famous actor.
“Consumers still want big flavours from nolo drinks,” noted an industry buyer. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to additional product listings on shelves to cater to this growing appetite.
Wider Move and Drinker Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has created a “group”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is described as enabling them to lengthen their time out without compromising on flavor, quality, and the social ritual.
