Christmas and New Year's Eve celebrations often used to culminate in a morning-after regret, but with restraint now the new norm, the new drinks industry buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is approximately half the strength of the regular version – allowing you can enjoy the same number of drinks without feeling the negative effects.
The Rise of Lower-ABV Options
By definition, “mid-strength” drinks fill the middle ground between alcohol-free and low-ABV and standard options. While an official industry standard yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain drinking less alcohol historically. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since records began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Interestingly total teetotalism is not on the rise, which indicates more cautious drinking habits are driving this change.
Evolving Drinking Culture and Market Demand
Major supermarkets are catering to the country's changing drinking culture by carrying more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands spiked ahead of the festive period. Popular queries have included British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new beer brand co-founded by a well-known 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 reportedly “flourishing,” leading to new product ranges on shelves to satisfy this demand.
The Mainstream Move and Drinker Habits
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has formed a “group”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is transforming,” said a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is described as allowing them to lengthen their evenings without sacrificing on taste, enjoyment, and overall experience.
