The festive season and New Year's Eve celebrations traditionally would result in a next-day headache, but with temperance now the prevailing trend, the emerging beverage sector buzzword is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is about half the alcohol content of the traditional version – allowing you can have the identical quantity of drinks without experiencing the negative effects.
The Growth of Lower-ABV Options
By definition, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and full-strength options. While an official industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting aligns with data showing people in Britain consuming less alcohol than before. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total avoidance is stable, which suggests more cautious drinking habits are driving this trend.
Changing Drinking Culture and Market Demand
Major retailers are responding to the country's evolving drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged ahead of the festive period. Popular in-demand items have featured UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new brew co-founded by a well-known actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product listings on shelves to meet this growing appetite.
Wider Move and Consumer Habits
To make mid-strength drinking “the norm,” a alliance of focused drinks brands has established a “group”.
A study of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers approach alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is suggested to be enabling them to extend their social experiences without compromising on taste, quality, and overall experience.
