Is 'Coasting' the Ideal Method to Savor an Alcoholic Drink This New Year's Eve?
The festive season and New Year's Eve festivities traditionally would result in a next-day headache, but with temperance now the prevailing trend, the emerging drinks industry buzzword is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is about half the ABV of the traditional version – allowing you can have the same number of drinks without experiencing the worse for wear.
The Emergence of Moderate-Strength Options
True to its name, “mid-strength” drinks fill the middle territory between no and low-alcohol (nolo) and regular options. While a precise industry guideline yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain drinking less alcohol historically. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total avoidance is not on the rise, which indicates more moderate drinking habits are driving this shift.
Shifting Preferences and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These feature 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 nolo brands surged ahead of the holidays. Popular searches have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable buzz around a new beer brand launched by a well-known actor.
“Consumers still want full-bodied experiences from nolo drinks,” noted 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 new product ranges on shelves to meet this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has created a “group”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount in total.
- 13% actively “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers consume alcohol is evolving,” stated a strategy insight director. “While some are choosing alcohol-free alternatives, a growing segment is turning to mid-strength alcohol as the perfect compromise.”
This approach is seen as enabling them to prolong their social experiences without sacrificing on taste, enjoyment, and overall experience.
