Could 'Coasting' the Ideal Approach to Experience an Alcoholic Drink on New Year's Eve?
The festive season and New Year's Eve festivities traditionally would lead to a hangover, but with restraint now the new norm, the new drinks industry trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is roughly 50% the ABV of the traditional version – meaning you can have the same number of drinks without experiencing the worse for wear.
The Growth of Mid-Strength Options
True to its name, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and standard options. While there is no firm 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 advent of coasting aligns with data showing Britons consuming less alcohol than before. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since data collection began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. Interestingly total avoidance is not increasing, which indicates more cautious drinking habits are driving this shift.
Shifting Habits and Market Demand
Major supermarkets are tapping into the country's evolving drinking culture by stocking more mid-strength brands. These feature 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 increased in the run-up to the festive period. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a spicy ginger aperitif. There is also notable interest around a new beer brand launched by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” commented an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “flourishing,” leading to additional product listings on shelves to cater to this demand.
Wider Push and Consumer Habits
To make mid-strength drinking “widely accepted,” a coalition of focused drinks brands has created a “group”.
A poll of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having a reduced amount per occasion.
- 13% regularly “coast” through their social events.
- 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers engage with alcohol is changing,” stated a consumer insight director. “While some are opting for alcohol-free options, a expanding segment is turning to mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to extend their evenings without sacrificing on flavor, quality, and overall experience.