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

Christmas and New Year's Eve festivities often used to culminate in a morning-after regret, but with temperance now the new norm, the new beverage sector trending term is “coasting”.

This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the strength of the regular version – allowing you can consume the identical quantity of drinks without feeling the worse for wear.

The Growth of Moderate-Strength Choices

True to its name, “mid-strength” drinks fill the middle ground between no and low-alcohol (nolo) and full-strength options. While an official industry guideline yet, typical ranges are:

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

This emergence of coasting corresponds to data showing Britons consuming less alcohol historically. The typical UK adult consumed around 10.2 alcoholic drinks a week in 2024.

This represents the lowest figure 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 not increasing, which implies more mindful drinking habits are driving this change.

Shifting Preferences and Consumer Response

Major supermarkets are catering to the country's changing drinking culture by stocking 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 non-alcoholic brands increased in the run-up to the holidays. Popular queries have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also considerable excitement around a new beer brand launched by a famous actor.

“People still want full-bodied experiences from alcohol-free drinks,” said an industry buyer. “They want options beyond just spirit substitutes.”

Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to additional product listings on shelves to meet this growing appetite.

Wider Push and Drinker Behaviors

To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has created a “alliance”.

A poll of drinking habits revealed that:

1. 21% of consumers are continuing to consume alcohol but having a reduced amount overall.
2. 13% actively “coast” through their evenings.
3. 6% practice “alternating” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.

“The way consumers engage with alcohol is changing,” said a strategy insight director. “While some are opting for alcohol-free alternatives, a growing segment is adopting mid-strength alcohol as the ideal balance.”

This approach is suggested to be allowing them to prolong their evenings without sacrificing on flavor, quality, and overall experience.