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 opting for drinks that are half the strength of their standard counterparts, allowing you to enjoy the same number of drinks without the next-day hangover. This trend is particularly appealing to those who want to indulge during celebrations while maintaining moderation. Vanessa Pearson, trading manager at Ocado Retail, highlights a significant increase in customer interest in mid-strength wine, with sales soaring 4,000% in 2025. Mid-strength drinks occupy a unique space between low-alcohol and standard options, with varying alcohol by volume percentages across different categories. The trend coincides with data showing a decline in alcohol consumption among Britons, with the average UK adult consuming just 10.2 alcoholic drinks per week in 2024, the lowest figure since 1990. This shift in drinking habits suggests a more cautious approach to alcohol, despite the rise in total abstention. Major supermarkets like Ocado are responding by stocking a wider range of mid-strength brands, including 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 around Bero beer, further underscores the growing demand for low-alcohol alternatives. Sarah Holland, a drinks buyer at Waitrose, notes that consumers still seek big flavors from non-alcoholic beverages, with sales of alcohol-free cocktails and wines in cans experiencing a boom. To promote mid-strength drinking, a collective of specialist brands has formed, aiming to make it a mainstream choice. Research indicates that 21% of consumers are cutting back on the number of drinks per occasion, while 13% are embracing 'coasting' by alternating between mid-strength and alcoholic drinks. This evolving drinking culture presents an opportunity for the industry to cater to a diverse range of consumer preferences, allowing individuals to enjoy social experiences without compromising on taste or quality.
