Could 'Coasting' this Ideal Way to Enjoy an Alcoholic Drink This New Year's Eve?
Christmas and New Year's Eve festivities often used to result in a hangover, but with restraint now the order of the day, the emerging drinks industry trending term is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the regular version – meaning you can consume the same number of drinks without experiencing the negative effects.
The Growth of Mid-Strength Alternatives
By definition, “mid-strength” drinks fill the middle territory between alcohol-free and low-ABV and full-strength options. While an official industry standard yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Usually 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting aligns with data showing people in Britain drinking less alcohol in the past. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total abstention is not increasing, which indicates more cautious drinking habits are driving this trend.
Shifting Drinking Culture and Market Demand
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands surged before the festive period. Popular queries have featured British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also significant interest around a new brew launched by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want options beyond just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product ranges on shelves to cater to this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has formed a “group”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is transforming,” stated a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to prolong their evenings without sacrificing on taste, enjoyment, and the social ritual.
