Christmas and New Year's Eve gatherings frequently could lead to a hangover, but with temperance now the order of the day, the emerging beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is about half the strength of the traditional version – meaning you can consume the same number of drinks without suffering the worse for wear.
The Emergence of Mid-Strength Alternatives
By definition, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and standard options. While an official industry definition yet, typical ABVs 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 corresponds to data showing Britons consuming less alcohol than before. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since records began in 1990 and is down from a peak of 14 weekly drinks two decades ago. It is worth noting that total avoidance is not increasing, which suggests more mindful drinking habits are driving this shift.
Changing Drinking Culture and Consumer Response
Major retailers are catering to the country's changing drinking culture by offering more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands spiked in the run-up to the holidays. Popular searches have included British non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new beer brand co-founded by a famous actor.
“People still want big flavours from alcohol-free drinks,” noted an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product ranges on shelves to meet this growing appetite.
The Mainstream Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has created a “group”.
A survey of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers consume alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is described as allowing them to extend their social experiences without compromising on flavor, enjoyment, and overall experience.
