The festive season and New Year's Eve celebrations frequently could result in a morning-after regret, but with restraint now the order of the day, the latest beverage sector popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – meaning you can have the same number of drinks without suffering the negative effects.
The Emergence of Lower-ABV Options
As the name implies, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and regular options. While an official industry guideline yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing Britons consuming less alcohol historically. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount ever since records began in 1990 and is down from a high of 14 weekly drinks 20 years prior. Notably total abstention is not on the rise, which implies more cautious drinking habits are behind this trend.
Evolving Drinking Culture and Consumer Response
Major supermarkets are responding to the country's evolving drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands spiked before the holidays. Popular searches have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also notable interest around a new beer brand launched by a well-known actor.
“Consumers still want full-bodied experiences from nolo drinks,” noted an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to additional product additions on shelves to satisfy this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “the norm,” a coalition of focused drinks brands has created a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is changing,” observed a strategy insight director. “While some are choosing alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be enabling them to lengthen their time out without sacrificing on flavor, quality, and overall experience.
