Could 'Coasting' the Ideal Approach to Experience an Alcoholic Drink on New Year's Eve?

The festive season and New Year's Eve celebrations frequently could culminate in a morning-after regret, but with restraint now the prevailing trend, the latest drinks industry trending term is “coasting”.

This involves choosing a white wine, lager, or even a cocktail that is about half the strength of the standard version – so you can have the identical quantity of drinks without experiencing the after-effects.

The Emergence of Moderate-Strength Choices

As the name implies, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and regular options. While a precise industry guideline yet, typical ABVs are:

• Beers and ciders: Around 2-3% alcohol by volume.
• Wines: Typically 3-9% alcohol by volume.
• Spirits: Often 15-20% alcohol by volume.

This emergence of coasting corresponds to data showing UK adults consuming less alcohol than before. The average UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.

This marks the smallest amount ever since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not on the rise, which indicates more moderate drinking habits are driving this change.

Shifting Drinking Culture and Consumer Response

Major retailers are responding to the country's evolving drinking culture by carrying 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 nolo alternatives.

Web searches for nolo brands spiked in the run-up to the holidays. Popular searches have featured UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a fiery ginger drink. There is also considerable buzz around a new brew launched by a famous actor.

“People still want big flavours from nolo drinks,” noted an industry buyer. “They want more than just spirit substitutes.”

Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product listings on shelves to satisfy this demand.

The Mainstream Push and Consumer Habits

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

A survey of drinking habits showed that:

1. 21% of consumers are continuing to consume alcohol but having less in total.
2. 13% actively “coast” through their evenings.
3. 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same event.

“The way consumers consume alcohol is changing,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal balance.”

This approach is described as allowing them to extend their social experiences without compromising on taste, enjoyment, and the social ritual.