Is 'Coasting' this Optimal Method to Experience an Alcoholic Drink on New Year's Eve?
Christmas and New Year's Eve gatherings traditionally would result in a next-day headache, but with temperance now the prevailing trend, the emerging beverage sector buzzword is “coasting”.
This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the traditional version – so you can consume the identical quantity of drinks without experiencing the after-effects.
The Rise of Lower-ABV Choices
By definition, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and full-strength options. While there is no firm industry definition 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 corresponds to data showing UK adults drinking less alcohol than before. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This is the lowest figure since data collection began in 1990 and is down from a high of 14 weekly drinks two decades ago. Notably total abstention is stable, which implies more cautious drinking habits are behind this shift.
Evolving Habits and Consumer Demand
Major retailers are tapping into the country's evolving drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands surged ahead of the festive period. Popular in-demand items have included British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger drink. There is also considerable interest around a new brew launched by a famous actor.
“Shoppers still want big flavours from alcohol-free drinks,” said an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product listings on shelves to satisfy this demand.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has formed a “alliance”.
A poll of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is transforming,” observed a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is suggested to be enabling them to lengthen their time out without sacrificing on flavor, enjoyment, and the social ritual.
