Could 'Coasting' the Optimal Way to Enjoy an Alcoholic Drink on New Year's Eve?
The festive season and New Year's Eve gatherings often used to culminate in a morning-after regret, but with moderation now the prevailing trend, the emerging beverage sector popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the standard version – allowing you can consume the identical quantity of drinks without feeling the after-effects.
The Emergence of Moderate-Strength Alternatives
True to its name, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and standard options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting chimes with data showing people in Britain drinking less alcohol historically. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the smallest amount since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Interestingly total abstention is stable, which implies more moderate drinking habits are behind this shift.
Evolving Drinking Culture and Market Response
Major supermarkets are tapping into the country's changing drinking culture by carrying 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 before the holidays. Popular searches have featured British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant buzz around a new brew launched by a famous actor.
“People still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to new product listings on shelves to cater to this growing appetite.
Wider Move and Drinker Behaviors
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has created a “alliance”.
A survey of drinking habits showed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is suggested to be enabling them to lengthen their time out without compromising on taste, quality, and the social ritual.
