Is 'Coasting' the Perfect Way to Enjoy an Alcoholic Drink This New Year's Eve?

Christmas and New Year's Eve gatherings traditionally would lead to a hangover, but with moderation now the order of the day, the new drinks industry trending term is “coasting”.

This involves selecting a white wine, lager, or even a cocktail that is roughly 50% the strength of the regular version – so you can have the identical quantity of drinks without suffering the negative effects.

The Emergence of Moderate-Strength Options

As the name implies, “mid-strength” drinks occupy the middle ground between alcohol-free and low-ABV and regular options. While a precise industry guideline yet, typical strengths 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 corresponds to data showing Britons consuming less alcohol in the past. The average UK adult consumed around 10.2 alcoholic drinks a week in 2024.

This represents the smallest amount ever since data collection began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is not increasing, which indicates more mindful drinking habits are behind this trend.

Shifting Habits and Consumer Response

Major supermarkets are responding to the country's changing drinking culture by carrying more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside alcohol-free alternatives.

Web searches for nolo brands spiked ahead of the holidays. Popular searches have featured UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger aperitif. There is also considerable excitement around a new brew co-founded by a well-known actor.

“Consumers still want big flavours from nolo drinks,” said an industry expert. “They want more than just spirit substitutes.”

Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to additional product ranges on shelves to cater to this demand.

Wider Move and Drinker Behaviors

To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “group”.

A poll of drinking habits showed that:

1. 21% of consumers are continuing to consume alcohol but having less overall.
2. 13% actively “coast” through their nights out.
3. 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.

“The way consumers engage with alcohol is evolving,” stated a strategy insight director. “While some are opting for alcohol-free options, a growing segment is turning to mid-strength alcohol as the perfect middle ground.”

This approach is suggested to be allowing them to prolong their time out without sacrificing on flavor, enjoyment, and overall experience.