The festive season and New Year's Eve festivities traditionally would result in a next-day headache, but with temperance now the order of the day, the latest drinks industry buzzword is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – so you can consume the equivalent amount of drinks without experiencing the worse for wear.
The Growth of Moderate-Strength Options
By definition, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and regular options. While there is no firm industry guideline yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting corresponds to data showing people in Britain consuming less alcohol historically. The typical UK adult consumed 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 two decades ago. Notably total avoidance is not on the rise, which implies more mindful drinking habits are behind this trend.
Evolving Preferences and Consumer Response
Major supermarkets are catering to the country's changing drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands increased ahead of the festive period. Popular queries have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also considerable excitement around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” noted an industry expert. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to additional product additions on shelves to cater to this demand.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has formed a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is changing,” observed a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is turning to mid-strength alcohol as the ideal balance.”
This approach is described as enabling them to extend their social experiences without sacrificing on taste, enjoyment, and the social ritual.
