Is 'Coasting' the Optimal Approach to Experience an Alcoholic Drink on New Year's Eve?
The festive season and New Year's Eve celebrations traditionally would result in a morning-after regret, but with temperance now the new norm, the new drinks industry popular phrase is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is approximately half the alcohol content of the traditional version – meaning you can consume the same number of drinks without experiencing the after-effects.
The Rise of Mid-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the middle ground between no and low-alcohol (nolo) and standard options. While a precise industry definition yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting corresponds to data showing people in Britain consuming less alcohol than before. The typical UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This is the smallest amount ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. Notably total abstention is stable, which implies more moderate drinking habits are driving this trend.
Evolving Preferences and Market Demand
Major retailers are responding to the country's changing drinking culture by offering more mid-strength brands. These include options like a rosé at 9%, a white wine at 3.4%, and a spirit at 15%, alongside alcohol-free alternatives.
Web searches for non-alcoholic brands spiked in the run-up to the holidays. Popular searches have included British non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also notable buzz around a new brew co-founded by a well-known actor.
“People still want robust taste from nolo drinks,” said an industry buyer. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also reportedly “booming,” leading to additional product listings on shelves to satisfy this growing appetite.
The Mainstream Move and Drinker Behaviors
To make mid-strength drinking “widely accepted,” a coalition of specialist drinks brands has created a “mid-strength collective”.
A study of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers approach alcohol is evolving,” observed a strategy insight director. “While some are opting for alcohol-free options, a expanding segment is embracing mid-strength alcohol as the ideal balance.”
This approach is described as enabling them to lengthen their evenings without compromising on taste, enjoyment, and the social ritual.
