The festive season and New Year's Eve celebrations traditionally would culminate in a hangover, but with moderation 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 approximately half the strength of the regular version – meaning you can consume the equivalent amount of drinks without experiencing the worse for wear.
The Growth of Mid-Strength Options
True to its name, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and standard options. While there is no firm industry definition yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 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 approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is down from a peak of 14 weekly drinks two decades ago. It is worth noting that total abstention is not on the rise, which implies more cautious drinking habits are behind this trend.
Evolving Habits 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 sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands surged before the holidays. Popular searches have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also significant interest around a new brew launched by a well-known actor.
“Shoppers still want full-bodied experiences from nolo drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
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 Push and Drinker Habits
To make mid-strength drinking “widely accepted,” a coalition of focused drinks brands has created a “mid-strength collective”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers engage with alcohol is transforming,” observed a consumer insight director. “While some are opting for alcohol-free options, a growing segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is seen as allowing them to prolong their social experiences without sacrificing on flavor, quality, and overall experience.