Is 'Coasting' the Optimal Approach to Savor an Alcoholic Drink This New Year's Eve?
The festive season and New Year's Eve festivities often used to culminate in a hangover, but with temperance now the order of the day, the emerging beverage sector popular phrase is “coasting”.
This involves choosing a white wine, lager, or even a cocktail that is approximately half the ABV of the standard version – allowing you can consume the same number of drinks without experiencing the after-effects.
The Growth of Moderate-Strength Options
By definition, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry standard yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting corresponds to data showing UK adults consuming less alcohol than before. The average UK adult drank around 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 20 years prior. Interestingly total avoidance is stable, which indicates more moderate drinking habits are driving this change.
Shifting Drinking Culture and Market Demand
Major retailers are catering to the country's evolving drinking culture by carrying 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 alcohol-free alternatives.
Online searches for non-alcoholic brands spiked in the run-up to the holidays. Popular searches have included British non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also considerable buzz around a new brew launched by a famous actor.
“Shoppers still want big flavours from nolo drinks,” said an industry expert. “They want options beyond just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product ranges on shelves to cater to this growing appetite.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has created a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having less overall.
- 13% actively “coast” through their evenings.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is transforming,” observed a strategy insight director. “While some are opting for alcohol-free options, a growing segment is adopting mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to extend their evenings without sacrificing on taste, quality, and overall experience.
