Is 'Coasting' this Optimal Way to Enjoy an Alcoholic Drink This New Year's Eve?
The festive season and New Year's Eve gatherings traditionally would result in a next-day headache, but with temperance now the new norm, the new beverage sector popular phrase is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is about half the ABV of the standard version – meaning you can have the equivalent amount of drinks without feeling the worse for wear.
The Growth of Mid-Strength Alternatives
True to its name, “mid-strength” drinks take up the middle territory between alcohol-free and low-ABV and regular options. While there is no firm industry definition yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This rise of coasting corresponds to data showing Britons drinking less alcohol than before. The average UK adult drank around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since records began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Interestingly total teetotalism is stable, which indicates more mindful drinking habits are fueling this change.
Changing Habits and Consumer Demand
Major supermarkets are responding to the country's evolving drinking culture by offering more mid-strength brands. These feature options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for non-alcoholic brands surged in the run-up to the holidays. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a fiery ginger drink. There is also considerable buzz around a new brew co-founded by a well-known actor.
“Shoppers still want robust taste from nolo drinks,” commented an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “flourishing,” leading to additional product ranges on shelves to meet this demand.
Wider Move and Drinker Habits
To make mid-strength drinking “the norm,” a group of specialist drinks brands has created a “alliance”.
A study of drinking habits found that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their nights out.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is changing,” observed a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the perfect compromise.”
This approach is described as allowing them to lengthen their time out without sacrificing on flavor, enjoyment, and the social ritual.