Is ‘coasting’ the perfect way to enjoy an alcoholic drink this New Year’s Eve?
Retailers say appetite for alcoholic drinks that are about half the strength of the traditional versions is soaring
TL;DR
- The trend of "coasting" involves drinking mid-strength alcoholic beverages (half the traditional strength).
- Ocado saw a 4,000% increase in sales of mid-strength wines in 2025.
- Mid-strength drinks range from 2-3% ABV for beers/ciders, 3-9% for wines, and 15-20% for spirits.
- Average weekly alcohol consumption in the UK has hit a record low.
- Britons are adopting more cautious drinking habits, not total abstention.
- Retailers like Ocado and Waitrose are increasing their stock of mid-strength and no-alcohol (nolo) brands.
- There is a buzz around nolo aperitifs and non-alcoholic cocktails and wines.
- A "mid-strength collective" has formed to promote these drinks.
- Consumer polls indicate a rise in drinking fewer alcoholic beverages per occasion or alternating drink strengths.