Could 'Coasting' this Perfect Approach to Experience an Alcoholic Drink on New Year's Eve?
Christmas and New Year's Eve celebrations frequently could lead to a next-day headache, but with temperance now the order of the day, the new drinks industry popular phrase is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is about half the ABV of the regular version – so you can have the equivalent amount of drinks without feeling the worse for wear.
The Growth of Lower-ABV Alternatives
As the name implies, “mid-strength” drinks occupy the middle territory between no and low-alcohol (nolo) and regular options. While an official industry standard yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting corresponds to data showing people in Britain consuming less alcohol in the past. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This is the lowest figure ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. It is worth noting that total abstention is stable, which suggests more mindful drinking habits are driving this shift.
Shifting Preferences and Consumer Response
Major retailers are tapping into the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a sauvignon blanc at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Online searches for nolo brands spiked in the run-up to the holidays. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger drink. There is also notable excitement around a new brew launched by a well-known actor.
“Consumers still want full-bodied experiences from alcohol-free drinks,” commented an industry buyer. “They want options beyond just gin alternatives.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “booming,” leading to new product listings on shelves to meet this demand.
Wider Push and Consumer Behaviors
To make mid-strength drinking “widely accepted,” a alliance of specialist drinks brands has established a “group”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same event.
“The way consumers approach alcohol is evolving,” stated a strategy insight director. “While some are opting for alcohol-free options, a increasing segment is turning to mid-strength alcohol as the ideal compromise.”
This approach is suggested to be allowing them to prolong their social experiences without compromising on flavor, quality, and overall experience.
