Could 'Coasting' this Perfect Way to Experience an Alcoholic Drink on New Year's Eve?
The festive season and New Year's Eve gatherings frequently could culminate in a next-day headache, but with moderation now the order of the day, the new drinks industry buzzword is “coasting”.
This entails choosing a white wine, lager, or even a cocktail that is about half the strength of the standard version – meaning you can consume the equivalent amount of drinks without experiencing the after-effects.
The Growth of Lower-ABV Alternatives
True to its name, “mid-strength” drinks fill the sweet spot between alcohol-free and low-ABV and standard options. While an official industry guideline yet, typical ABVs are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting aligns with data showing UK adults consuming less alcohol than before. The typical UK adult had approximately 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 20 years prior. Interestingly total avoidance is not on the rise, which implies more mindful drinking habits are fueling this shift.
Evolving Preferences and Consumer Response
Major supermarkets are responding 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 nolo alternatives.
Web searches for nolo brands spiked before the holidays. Popular searches have featured British non-alcoholic pre-dinner drinks inspired by Italian classics, as well as a fiery ginger aperitif. There is also significant excitement around a new brew launched by a famous actor.
“Shoppers still want robust taste from nolo drinks,” commented an industry buyer. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also described as “thriving,” leading to new product additions on shelves to meet this growing appetite.
Wider Push and Consumer Behaviors
To make mid-strength drinking “the norm,” a coalition of specialist drinks brands has formed a “mid-strength collective”.
A study of drinking habits showed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% actively “coast” through their social events.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same event.
“The way consumers consume alcohol is transforming,” stated a consumer insight director. “While some are opting for alcohol-free alternatives, a expanding segment is embracing mid-strength alcohol as the perfect middle ground.”
This approach is described as allowing them to prolong their evenings without sacrificing on taste, enjoyment, and overall experience.
