Is 'Coasting' the Ideal Method to Savor an Alcoholic Drink This New Year's Eve?
The festive season and New Year's Eve gatherings traditionally would result in a hangover, but with moderation now the new norm, the new drinks industry buzzword is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is about half the strength of the regular version – so you can consume the equivalent amount of drinks without suffering the negative effects.
The Rise of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and regular options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting chimes with data showing people in Britain consuming less alcohol historically. The typical 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 high of 14 weekly drinks two decades ago. It is worth noting that total teetotalism is stable, which implies more mindful drinking habits are behind this trend.
Shifting Drinking Culture and Market Response
Major retailers are responding to the country's evolving drinking culture by offering more mid-strength brands. These feature options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands surged ahead of the festive period. Popular searches have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also significant excitement around a new beer brand co-founded by a well-known actor.
“People still want big flavours from nolo drinks,” said an industry expert. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to additional product additions on shelves to meet this demand.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has created a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is described as enabling them to lengthen their social experiences without compromising on taste, enjoyment, and the social ritual.
