Is 'Coasting' this Ideal Way to Savor an Alcoholic Drink on New Year's Eve?
The festive season and New Year's Eve gatherings frequently could result in a hangover, but with temperance now the prevailing trend, the latest beverage sector trending term is “coasting”.
This means opting for a white wine, lager, or even a cocktail that is approximately half the alcohol content of the standard version – allowing you can consume the equivalent amount of drinks without experiencing the after-effects.
The Rise of Lower-ABV Choices
True to its name, “mid-strength” drinks take up the sweet spot between alcohol-free and low-ABV and full-strength options. While there is no firm industry standard yet, typical strengths are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Commonly 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain consuming less alcohol than before. The average UK adult drank approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount ever since data collection began in 1990 and is a decrease from a peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is stable, which implies more moderate drinking habits are behind this change.
Changing Habits and Consumer Demand
Major retailers are catering to the country's evolving drinking culture by offering more mid-strength brands. These encompass options like a pink wine at 9%, a white wine at 3.4%, and a gin at 15%, alongside nolo alternatives.
Web searches for nolo brands spiked before the holidays. Popular queries have included UK-made 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 co-founded by a famous actor.
“Consumers still want robust taste from alcohol-free drinks,” commented an industry expert. “They want more than just spirit substitutes.”
Sales of alcohol-free cocktails and wines in cans are also reportedly “thriving,” leading to new product listings on shelves to meet this growing appetite.
Wider Push and Drinker Behaviors
To make mid-strength drinking “mainstream,” a alliance of specialist drinks brands has formed a “group”.
A poll of drinking habits revealed that:
- 21% of consumers are continuing to consume alcohol but having a reduced amount per occasion.
- 13% actively “coast” through their nights out.
- 6% practice “alternating” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same occasion.
“The way consumers engage with alcohol is evolving,” observed a consumer insight director. “While some are opting for alcohol-free options, a growing segment is embracing mid-strength alcohol as the perfect balance.”
This approach is seen as allowing them to extend their social experiences without compromising on taste, enjoyment, and overall experience.
