Christmas and New Year's Eve gatherings traditionally would culminate in a hangover, but with temperance now the prevailing trend, the emerging beverage sector popular phrase is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – so you can enjoy the same number of drinks without experiencing the negative effects.
The Emergence of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and standard options. While an official industry definition yet, typical ranges 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 advent of coasting aligns with data showing people in Britain drinking less alcohol historically. 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 down from a peak of 14 weekly drinks 20 years prior. It is worth noting that total abstention is not on the rise, which implies more moderate drinking habits are driving this change.
Evolving Drinking Culture and Market Demand
Major retailers are catering to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands spiked in the run-up to the festive period. Popular queries have included British non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger drink. There is also considerable interest around a new beer brand co-founded by a famous actor.
“Consumers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to satisfy this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “alliance”.
A study of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be allowing them to prolong their evenings without compromising on flavor, quality, and the social ritual.
