Christmas and New Year's Eve gatherings frequently could culminate in a next-day headache, but with restraint now the order of the day, the latest drinks industry buzzword is “coasting”.
This means choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – so you can consume the identical quantity of drinks without experiencing the worse for wear.
The Growth of Moderate-Strength Options
As the name implies, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and regular 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: Commonly 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain drinking less alcohol than before. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since data collection began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. Notably total abstention is not increasing, which suggests more mindful drinking habits are fueling this shift.
Changing Preferences and Consumer Demand
Major supermarkets are tapping into the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands surged ahead of the festive period. Popular searches have included British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new brew co-founded by a famous actor.
“People still want robust taste from nolo drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to new product ranges on shelves to cater to this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has established a “group”.
A survey of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% regularly “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is changing,” observed a strategy insight director. “While some are choosing alcohol-free options, a growing segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to prolong their time out without sacrificing on flavor, quality, and overall experience.
