Is 'coasting' the ideal strategy for indulging in alcoholic beverages this New Year's Eve? The concept of 'coasting' has emerged as a popular trend in the drinks industry, offering a moderate approach to enjoying alcohol without the next-day hangover. This method involves selecting drinks that are half the strength of traditional versions, allowing individuals to consume the same number of drinks without feeling overly intoxicated.
The trend is particularly evident in the rise of 'mid-strength' beverages, which occupy a middle ground between non-alcoholic and standard alcohol options. These drinks typically contain 2-3% alcohol by volume in beers and ciders, 3-9% in wines, and 15-20% in spirits. The term 'coasting' is credited with a significant increase in customer interest in mid-strength wine, with sales soaring 4,000% in 2025.
This shift in drinking culture aligns with data indicating that Britons are consuming less alcohol than before. The average UK adult consumed 10.2 alcoholic drinks per week in 2024, according to the IWSR, marking the lowest figure since data collection began in 1990. This decline in consumption suggests a more cautious approach to drinking, despite a decrease in total abstention.
Major supermarkets like Ocado are responding to this trend by stocking more mid-strength brands, such as La Felicite rosé, Nice Session sauvignon blanc, and Quarter Proof gin, alongside non-alcoholic options. The popularity of non-alcoholic aperitifs like Botivo and Mother Root, as well as the buzz surrounding Bero, a beer brand co-founded by Tom Holland, further highlights the growing demand for moderate drinking options.
The 'mid-strength collective,' a group of specialist drinks brands, aims to make mid-strength drinking more mainstream. A poll revealed that 21% of consumers are still drinking alcohol but consuming fewer drinks per occasion, while 13% 'coast' through their evenings. Additionally, 6% engage in 'zebra striping,' alternating between alcohol, mid-strength, and alcohol-free drinks during the same event.
The evolution of drinking habits is evident, with a growing segment of consumers embracing mid-strength alcohol as a perfect middle ground, allowing them to enjoy social experiences without compromising on taste and quality. As the industry adapts to changing preferences, 'coasting' emerges as a popular and responsible approach to celebrating the New Year's Eve.
