Christmas and New Year's Eve celebrations frequently could culminate in a hangover, but with restraint now the order of the day, the emerging drinks industry buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the regular version – allowing you can enjoy the same number of drinks without experiencing the negative effects.
The Growth of Lower-ABV Options
As the name implies, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While there is no firm industry definition 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 emergence of coasting chimes with data showing Britons consuming less alcohol in the past. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. It is worth noting that total abstention is not increasing, which indicates more mindful drinking habits are driving this shift.
Evolving Habits and Consumer Demand
Major supermarkets 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 sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands surged ahead of the holidays. Popular queries have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger aperitif. There is also notable interest around a new beer brand launched by a well-known actor.
“Consumers still want big flavours from alcohol-free drinks,” commented an industry buyer. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “thriving,” leading to additional product ranges on shelves to cater to this demand.
Wider Push and Drinker Behaviors
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has formed a “alliance”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers consume alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the perfect compromise.”
This approach is described as allowing them to extend their social experiences without sacrificing on taste, enjoyment, and overall experience.
