The festive season and New Year's Eve festivities frequently could culminate in a hangover, but with moderation now the new norm, the new drinks industry buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the alcohol content of the regular version – allowing you can have the equivalent amount of drinks without experiencing the worse for wear.
The Rise of Moderate-Strength Alternatives
As the name implies, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While a precise industry guideline yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing UK adults consuming less alcohol historically. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is a decrease from a high of 14 weekly drinks 20 years prior. Interestingly total avoidance is not on the rise, which implies more mindful drinking habits are fueling this shift.
Shifting Habits and Market Response
Major supermarkets are responding to the country's changing drinking culture by carrying more mid-strength brands. These feature options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged before the festive period. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new beer brand launched by a famous actor.
“People still want big flavours from alcohol-free drinks,” noted an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product listings on shelves to meet this demand.
Wider Push and Consumer Behaviors
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has created a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is transforming,” said a consumer insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the ideal balance.”
This approach is suggested to be enabling them to prolong their social experiences without compromising on taste, quality, and the social ritual.
