Is 'coasting' the perfect way to enjoy an alcoholic drink this New Year’s Eve? The concept of 'coasting' is gaining popularity as a healthier alternative to traditional drinking. It involves consuming drinks that are half the strength of their standard counterparts, allowing individuals to enjoy the same number of drinks without experiencing a hangover. This trend is particularly prominent in the UK, where data shows a decline in alcohol consumption among adults. In 2024, the average UK adult consumed 10.2 alcoholic drinks per week, the lowest figure since 1990. The drinks industry has responded to this shift by introducing 'mid-strength' beverages, which occupy the middle ground between non-alcoholic and standard options. These drinks typically contain 2-3% alcohol by volume for beers and ciders, 3-9% for wines, and 15-20% for spirits. The rise of 'coasting' is evident in the sales figures. In 2025, sales of mid-strength wines soared by 4,000%, indicating a significant increase in customer interest. Supermarkets like Ocado and Waitrose are capitalizing on this trend by stocking more mid-strength brands, such as La Felicite rosé, Nice Session sauvignon blanc, and Quarter Proof gin. Additionally, non-alcoholic alternatives like Botivo and Mother Root are gaining popularity, as are alcohol-free cocktails and wines in cans. The 'mid-strength collective,' a group of specialist drinks brands, has formed to promote this trend further. According to a poll, 21% of consumers are drinking fewer drinks per occasion but still consuming alcohol, while 13% are 'coasting' through their evenings. This shift in drinking habits suggests that 'coasting' is not just a temporary trend but a permanent change in how people engage with alcohol. As the New Year approaches, 'coasting' may be the perfect way to enjoy alcoholic drinks without the negative consequences of a hangover.
