Christmas and New Year's Eve celebrations traditionally would result in a hangover, but with moderation now the new norm, the new beverage sector buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the strength of the traditional version – meaning you can consume the same number of drinks without suffering the negative effects.
The Rise of Moderate-Strength Alternatives
By definition, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and standard 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 corresponds to data showing UK adults drinking less alcohol in the past. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total avoidance is not on the rise, which implies more moderate drinking habits are fueling this shift.
Evolving Habits and Market Response
Major supermarkets are tapping into the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands surged before the holidays. Popular queries have included British non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable excitement around a new beer brand co-founded by a well-known actor.
“Shoppers still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “flourishing,” leading to additional product additions on shelves to satisfy this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “mainstream,” a coalition of focused drinks brands has created a “mid-strength collective”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount overall.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free options, a growing segment is embracing mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to lengthen their social experiences without sacrificing on taste, enjoyment, and the social ritual.
