Is 'Coasting' this Optimal Way to Savor an Alcoholic Drink on New Year's Eve?
Christmas and New Year's Eve gatherings frequently could lead to a next-day headache, but with moderation now the new norm, the new drinks industry trending term is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is approximately half the strength of the traditional version – allowing you can enjoy the same number of drinks without feeling the worse for wear.
The Emergence of Moderate-Strength Choices
True to its name, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and standard options. While an official industry definition yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain drinking less alcohol in the past. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount since records began in 1990 and is lower than a high of 14 weekly drinks 20 years prior. It is worth noting that total teetotalism is stable, which indicates more cautious drinking habits are fueling this change.
Changing Habits and Market Response
Major supermarkets are catering to the country's changing drinking culture by stocking more mid-strength brands. These encompass options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.
Web searches for nolo brands surged in the run-up to the holidays. Popular queries have featured UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger drink. There is also significant interest around a new beer brand launched by a well-known actor.
“People still want full-bodied experiences from nolo drinks,” said an industry buyer. “They want more than just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to additional product ranges on shelves to satisfy this growing appetite.
The Mainstream Move and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “mid-strength collective”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less overall.
- 13% regularly “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers engage with alcohol is transforming,” stated a consumer insight director. “While some are choosing alcohol-free options, a increasing segment is turning to mid-strength alcohol as the perfect balance.”
This approach is suggested to be allowing them to prolong their evenings without compromising on taste, quality, and overall experience.
