Could 'Coasting' the Optimal Method to Enjoy an Alcoholic Drink This New Year's Eve?
Christmas and New Year's Eve gatherings often used to result in a hangover, but with temperance now the new norm, the new beverage sector popular phrase is “coasting”.
This entails opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the traditional version – allowing you can consume the equivalent amount of drinks without suffering the after-effects.
The Growth of Lower-ABV Alternatives
True to its name, “mid-strength” drinks take up the sweet spot between no and low-alcohol (nolo) and full-strength options. While a precise industry definition yet, typical strengths are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Often 15-20% alcohol by volume.
This rise of coasting chimes with data showing UK adults drinking less alcohol than before. The typical UK adult had around 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure ever since data collection began in 1990 and is lower than a high of 14 weekly drinks two decades ago. Interestingly total abstention is stable, which implies more cautious drinking habits are fueling this shift.
Shifting Drinking Culture and Consumer Demand
Major supermarkets are catering to the country's changing drinking culture by stocking more mid-strength brands. These feature options like a rosé at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands surged ahead of the holidays. Popular searches have included British non-alcoholic aperitifs modeled on Italian classics, as well as a fiery ginger aperitif. There is also significant interest around a new beer brand launched by a famous actor.
“Shoppers still want full-bodied experiences from nolo drinks,” said an industry expert. “They want more than just spirit substitutes.”
Sales of non-alcoholic cocktails and wines in cans are also described as “flourishing,” leading to new product listings on shelves to meet this growing appetite.
The Mainstream Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a group of focused drinks brands has formed a “group”.
A survey 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” – switching between alcoholic, mid-strength, and alcohol-free drinks within the same gathering.
“The way consumers engage with alcohol is changing,” said a consumer insight director. “While some are choosing alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the ideal middle ground.”
This approach is suggested to be allowing them to lengthen their social experiences without compromising on flavor, quality, and overall experience.
