As New Year’s Eve approaches, a new trend is taking the drinks industry by storm: “coasting.” This phrase refers to selecting beverages such as white wine, lager, or cocktails. These options are approximately 50% less concentrated than typical alcoholic drinks. For now, 13% of consumers are all in on this trend. Coasting allows them to consume their favorite beverages without the concern of waking up sick the following day.
Vanessa Pearson is beers, wines & spirits trading manager at Ocado Retail. She focuses on how coasting affects customers’ interactions and habits. She notes a “huge increase in customer interest in mid-strength wine,” indicating that consumers are actively seeking alternatives that provide enjoyment without excess. This change in consumers’ preferences is part of a bigger movement. In 2024 the average adult in the UK drank only 10.2 alcoholic beverages a week, the lowest figure ever since measurements began in 1990.
The rise in popularity of mid-strength options has been explosive. Sales of these sweet drinks exploded by 4,000% in 2025. Consumers are drinking lower-alcohol products and having fun in the process. In a recent Harris poll, 21% of consumers admitted they are cutting back on or completely quitting alcohol. They are making a decision to drink less per occasion, which is indicative of coasting’s impact on their consumption patterns.
Blake Gladman, a strategy and insight director at consultancy Kam, emphasizes that “the way consumers engage with alcohol is evolving.” Third, and most importantly, he emphasizes that this trend enables people to broaden their social horizons. Further, it opens the door for them to indulge in flavor, relish in nutrition, and discover diversity—all while preserving their health and wellness. Alongside coasting, another emerging trend known as “zebra striping” involves alternating between alcoholic beverages, mid-strength options, and alcohol-free drinks throughout the evening.
Creative new products are popping up to address this demand for more flavorful options. Sarah Holland, a drinks buyer for Waitrose, remarked on the need for diversity in options: “They want more than just gin alternatives – options like Mother Root and Botivo are selling really well.” Botivo Artisanal British non-alcoholic aperitif Botivo is inspired by classic Italian aperitifs like Campari and Aperol. Conversely, Mother Root serves up a rich, spicy ginger goodness—in a bracingly refreshing non-alc format.
As Christmas and New Year’s Eve celebrations get underway, the emphasis on moderation has changed the face of holiday celebrations. Coasting provides the perfect remedy for all those who want to enjoy the spirit of the season without the post-Thanksgiving malaise. Mid-strength beers and ciders generally have an ABV of 2-3%. Wines are between 3-9%, spirits are about 15-20%. With these new choices, it’s pretty easy to find something to responsibly toast with!