Is 'Coasting' this Optimal Approach to Savor an Alcoholic Drink This New Year's Eve?
Christmas and New Year's Eve gatherings often used to result in a hangover, but with restraint now the order of the day, the emerging drinks industry buzzword is “coasting”.
This entails selecting a white wine, lager, or even a cocktail that is roughly 50% the ABV of the regular version – meaning you can enjoy the same number of drinks without feeling the negative effects.
The Rise of Lower-ABV Choices
True to its name, “mid-strength” drinks take up the middle ground between alcohol-free and low-ABV and standard options. While a precise industry guideline yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This rise of coasting chimes with data showing UK adults consuming less alcohol in the past. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since data collection began in 1990 and is lower than a peak of 14 weekly drinks two decades ago. Notably total teetotalism is stable, which suggests more mindful drinking habits are fueling this trend.
Evolving Preferences and Market Response
Major supermarkets are responding to the country's changing drinking culture by offering more mid-strength brands. These include options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside nolo alternatives.
Online searches for nolo brands surged in the run-up to the festive period. Popular queries have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also significant buzz around a new brew launched by a famous actor.
“People still want big flavours from nolo drinks,” said an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “booming,” leading to new product listings on shelves to meet this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has established a “mid-strength collective”.
A survey of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers consume alcohol is evolving,” said a strategy insight director. “While some are choosing alcohol-free alternatives, a expanding segment is turning to mid-strength alcohol as the perfect middle ground.”
This approach is seen as enabling them to extend their social experiences without sacrificing on flavor, quality, and overall experience.
