Is 'Coasting' the Optimal Method to Experience an Alcoholic Drink on New Year's Eve?
Christmas and New Year's Eve gatherings frequently could result in a next-day headache, but with temperance now the prevailing trend, the emerging drinks industry buzzword is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – meaning you can consume the equivalent amount of drinks without suffering the after-effects.
The Rise of Lower-ABV Alternatives
By definition, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and full-strength options. While there is no firm industry definition yet, typical ABVs 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 emergence of coasting aligns with data showing Britons consuming less alcohol in the past. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure since records began in 1990 and is down from a peak of 14 weekly drinks two decades ago. Interestingly total abstention is not increasing, which suggests more mindful drinking habits are fueling this shift.
Changing Preferences and Market Response
Major retailers are responding to the country's evolving drinking culture by stocking more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands increased ahead of the holidays. Popular in-demand items have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also significant interest around a new brew launched by a well-known actor.
“People still want full-bodied experiences 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 “booming,” leading to new product additions on shelves to cater to this demand.
Wider Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a group of specialist drinks brands has formed a “group”.
A study of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% actively “coast” through their nights out.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a increasing segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to prolong their social experiences without compromising on taste, enjoyment, and the social ritual.
