Could 'Coasting' the Perfect Method to Enjoy an Alcoholic Drink on New Year's Eve?
The festive season and New Year's Eve gatherings frequently could lead to a hangover, but with temperance now the prevailing trend, the new drinks industry trending term 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 enjoy the identical quantity of drinks without experiencing the after-effects.
The Emergence of Mid-Strength Options
As the name implies, “mid-strength” drinks fill the middle ground between alcohol-free and low-ABV and standard options. While an official industry definition yet, typical strengths are:
- Beers and ciders: About 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This advent of coasting corresponds to data showing UK adults drinking less alcohol historically. The typical UK adult had approximately 10.2 alcoholic drinks a week in 2024.
This marks the lowest figure ever since records began in 1990 and is down from a high of 14 weekly drinks two decades ago. Interestingly total avoidance is not on the rise, which implies more mindful drinking habits are behind this change.
Shifting Habits and Consumer Demand
Major supermarkets are tapping into the country's changing drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands increased before the holidays. Popular in-demand items have included UK-made non-alcoholic aperitifs inspired by Italian classics, as well as a spicy ginger aperitif. There is also considerable excitement around a new brew co-founded by a famous actor.
“People still want robust taste from nolo drinks,” noted 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.
The Mainstream Move and Consumer Habits
To make mid-strength drinking “widely accepted,” a alliance of focused drinks brands has established a “alliance”.
A poll of drinking habits found that:
- 21% of consumers are continuing to consume alcohol but having less in total.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks within the same occasion.
“The way consumers approach alcohol is evolving,” stated a consumer insight director. “While some are opting for alcohol-free alternatives, a increasing segment is embracing mid-strength alcohol as the ideal balance.”
This approach is described as allowing them to extend their social experiences without sacrificing on taste, enjoyment, and overall experience.
