The festive season and New Year's Eve celebrations traditionally would lead to a hangover, but with restraint now the new norm, the emerging beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – so you can have the same number of drinks without experiencing the negative effects.
The Emergence of Lower-ABV Alternatives
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 strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting corresponds to data showing UK adults consuming less alcohol historically. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since records began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total teetotalism is not increasing, which indicates more moderate drinking habits are driving this trend.
Shifting Habits and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands increased ahead of the holidays. Popular in-demand items have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger drink. There is also considerable interest around a new brew co-founded by a famous actor.
“Consumers still want big flavours from alcohol-free drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product additions on shelves to satisfy this growing appetite.
The Mainstream Push and Consumer Habits
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has created a “group”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free options, a increasing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is described as allowing them to extend their time out without sacrificing on flavor, quality, and overall experience.
