The festive season and New Year's Eve celebrations traditionally would lead to a morning-after regret, but with restraint now the new norm, the latest beverage sector trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – allowing you can have the same number of drinks without feeling the negative effects.
The Emergence of Mid-Strength Options
By definition, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and standard options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing UK adults drinking less alcohol than before. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since records began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total teetotalism is stable, which implies more mindful drinking habits are driving this shift.
Changing Habits and Market Demand
Major supermarkets are catering to the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands surged in the run-up to the holidays. Popular in-demand items have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also notable excitement around a new brew co-founded by a famous actor.
“People still want robust taste from nolo drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product ranges on shelves to cater to this growing appetite.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has established a “mid-strength collective”.
A study of drinking habits revealed 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,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the ideal balance.”
This approach is seen as enabling them to extend their social experiences without sacrificing on flavor, quality, and the social ritual.
