Could 'Coasting' the Optimal Way to Enjoy an Alcoholic Drink This New Year's Eve?
Christmas and New Year's Eve celebrations often used to culminate in a morning-after regret, but with restraint now the new norm, the emerging drinks industry popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – allowing you can have the equivalent amount of drinks without feeling the negative effects.
The Emergence of Lower-ABV Choices
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and full-strength options. While an official industry definition yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting corresponds to data showing Britons consuming less alcohol historically. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since records began in 1990 and is down from a peak of 14 weekly drinks two decades ago. It is worth noting that total abstention is not on the rise, which implies more moderate drinking habits are fueling this trend.
Evolving Habits and Consumer Response
Major supermarkets are responding to the country's changing 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.
Web searches for non-alcoholic brands surged in the run-up to the festive period. Popular in-demand items have included 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 famous actor.
“Shoppers still want robust taste from alcohol-free 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 “flourishing,” leading to new product additions on shelves to satisfy this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has established a “group”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks in total.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers approach alcohol is evolving,” stated a consumer insight director. “While some are choosing alcohol-free options, a expanding segment is adopting mid-strength alcohol as the ideal balance.”
This approach is suggested to be allowing them to prolong their social experiences without compromising on taste, quality, and overall experience.
