Could 'Coasting' this Perfect Way to Savor an Alcoholic Drink on New Year's Eve?
Christmas and New Year's Eve festivities traditionally would lead to a morning-after regret, but with restraint now the new norm, the latest drinks industry trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the strength of the standard version – meaning you can consume the equivalent amount of drinks without feeling the negative effects.
The Growth of Mid-Strength Options
As the name implies, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and standard options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Around 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 typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Interestingly total avoidance is not on the rise, which implies more cautious drinking habits are driving this trend.
Shifting Preferences and Consumer Response
Major retailers are catering to the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Web searches for nolo brands increased ahead of the festive period. Popular in-demand items have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger aperitif. There is also considerable interest around a new beer brand launched by a famous actor.
“People still want big flavours from alcohol-free drinks,” noted an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product ranges on shelves to cater to this demand.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has created a “mid-strength collective”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume 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 during the same event.
“The way consumers consume alcohol is changing,” observed a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be allowing them to lengthen their social experiences without compromising on taste, quality, and overall experience.
