Is 'Coasting' the Ideal Way to Experience an Alcoholic Drink This New Year's Eve?
The festive season and New Year's Eve gatherings frequently could culminate in a morning-after regret, but with temperance now the new norm, the latest drinks industry buzzword is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the regular version – allowing you can have the same number of drinks without feeling the negative effects.
The Emergence of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and standard options. While an official industry guideline yet, typical strengths 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 emergence of coasting corresponds to data showing UK adults drinking less alcohol in the past. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since data collection began in 1990 and is a decrease from a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not increasing, which suggests more cautious drinking habits are behind this shift.
Shifting Drinking Culture and Market Response
Major retailers are responding to the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for non-alcoholic brands increased ahead of the holidays. Popular queries have included UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new beer brand co-founded by a well-known actor.
“People still want robust taste from nolo drinks,” commented an industry buyer. “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 ranges on shelves to cater to this growing appetite.
Wider Move and Consumer Behaviors
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has formed a “mid-strength collective”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” said a strategy insight director. “While some are choosing alcohol-free options, a increasing segment is adopting mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to prolong their time out without compromising on taste, quality, and the social ritual.
