Christmas and New Year's Eve celebrations traditionally would result in a morning-after regret, but with moderation now the new norm, the emerging drinks industry popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – allowing you can consume the identical quantity of drinks without feeling the worse for wear.
The Growth of Lower-ABV Options
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While an official industry guideline yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting aligns 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 records began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Interestingly total abstention is not on the rise, which indicates more moderate drinking habits are fueling this trend.
Changing Habits and Market Response
Major supermarkets are responding to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands spiked ahead of the holidays. Popular in-demand items have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also significant excitement around a new brew launched by a well-known actor.
“Shoppers still want robust taste from nolo drinks,” commented an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product additions on shelves to cater to this demand.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has created a “group”.
A poll of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having fewer drinks in total.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers consume alcohol is changing,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the ideal balance.”
This approach is suggested to be allowing them to prolong their time out without sacrificing on taste, quality, and overall experience.
