Is 'Coasting' this Optimal Method to Savor an Alcoholic Drink This New Year's Eve?
Christmas and New Year's Eve festivities traditionally would culminate in a morning-after regret, but with restraint now the new norm, the latest beverage sector popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the alcohol content of the standard version – meaning you can have the same number of drinks without experiencing the after-effects.
The Rise of Mid-Strength Alternatives
True to its name, “mid-strength” drinks occupy the sweet spot between no and low-alcohol (nolo) and standard options. While a precise industry standard yet, typical ABVs are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting aligns with data showing UK adults consuming less alcohol in the past. The average UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since records began in 1990 and is lower than a peak of 14 weekly drinks 20 years prior. Notably total teetotalism is not increasing, which implies more cautious drinking habits are fueling this change.
Changing Drinking Culture and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for non-alcoholic brands increased ahead of the festive period. Popular in-demand items have included UK-made non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger drink. There is also significant excitement around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to satisfy 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 study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks overall.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is adopting mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to extend their time out without sacrificing on taste, quality, and the social ritual.