The festive season and New Year's Eve celebrations frequently could lead to a next-day headache, but with temperance now the prevailing trend, the emerging beverage sector trending term is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – allowing you can have the same number of drinks without experiencing the negative effects.
The Emergence of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and regular options. While an official industry guideline yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing Britons consuming less alcohol in the past. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total avoidance is not increasing, which indicates more mindful drinking habits are driving this trend.
Changing Preferences and Market Demand
Major retailers are catering to the country's evolving drinking culture by stocking 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.
Web searches for nolo brands spiked ahead of the holidays. Popular searches have featured British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable excitement around a new beer brand launched by a famous actor.
“Shoppers still want robust taste from nolo drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to cater to this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “the norm,” a group of focused drinks brands has created a “group”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers approach alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to prolong their social experiences without compromising on flavor, enjoyment, and overall experience.
