Is 'Coasting' this Ideal Method to Savor an Alcoholic Drink on New Year's Eve?
Christmas and New Year's Eve celebrations frequently could result in a morning-after regret, but with restraint now the order of the day, the new beverage sector buzzword is “coasting”.
This involves opting for a white wine, lager, or even a cocktail that is roughly 50% the alcohol content of the regular version – allowing you can consume the identical quantity of drinks without experiencing the worse for wear.
The Emergence of Moderate-Strength Alternatives
As the name implies, “mid-strength” drinks occupy the middle territory between alcohol-free and low-ABV and full-strength options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Approximately 2-3% alcohol by volume.
- Wines: Ranging from 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This emergence of coasting chimes with data showing people in Britain consuming less alcohol than before. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This represents the lowest figure since data collection began in 1990 and is down from a peak of 14 weekly drinks 20 years prior. It is worth noting that total avoidance is stable, which indicates more moderate drinking habits are driving this shift.
Evolving Habits and Consumer Response
Major supermarkets are tapping into the country's changing 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.
Online searches for non-alcoholic brands spiked in the run-up to the holidays. Popular searches have included British non-alcoholic aperitifs modeled on Italian classics, as well as a spicy ginger aperitif. There is also significant interest around a new beer brand launched by a well-known actor.
“People still want big flavours from alcohol-free drinks,” noted an industry expert. “They want more than just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product ranges on shelves to satisfy this growing appetite.
The Mainstream Push and Drinker Habits
To make mid-strength drinking “mainstream,” a alliance of focused drinks brands has created a “group”.
A poll of drinking habits found that:
- 21% of consumers are still drinking alcohol but having fewer drinks per occasion.
- 13% regularly “coast” through their evenings.
- 6% practice “zebra striping” – switching between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers consume alcohol is transforming,” stated a strategy insight director. “While some are choosing alcohol-free alternatives, a expanding segment is adopting mid-strength alcohol as the perfect middle ground.”
This approach is described as allowing them to lengthen their social experiences without compromising on taste, enjoyment, and overall experience.
