Is 'Coasting' the Perfect Way to Savor an Alcoholic Drink on New Year's Eve?
The festive season and New Year's Eve celebrations frequently could result in a hangover, but with temperance now the prevailing trend, the latest beverage sector buzzword is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the standard version – so you can have the same number of drinks without experiencing the negative effects.
The Emergence of Moderate-Strength Options
True to its name, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and full-strength options. While a precise industry standard yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting aligns with data showing Britons consuming less alcohol historically. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Interestingly total teetotalism is stable, which suggests more moderate drinking habits are behind this change.
Evolving Habits and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by stocking 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 nolo brands spiked in the run-up to the festive period. Popular searches have featured British non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also considerable interest around a new beer brand co-founded by a well-known actor.
“Consumers still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product listings on shelves to satisfy this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a group of focused drinks brands has formed a “alliance”.
A survey of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less in total.
- 13% regularly “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers engage with alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the ideal middle ground.”
This approach is described as allowing them to lengthen their evenings without sacrificing on taste, quality, and overall experience.
