Heineken’s global study finds consumers confidently choosing low- and no-alcohol drinks, reflecting a powerful cultural shift toward moderation and responsible consumption.
Heineken has reported a major cultural shift towards moderation in attitudes to alcohol, with new global research showing most consumers no longer feel obliged to justify choosing not to drink. The study, conducted across the UK, USA, Spain, Brazil and Japan, reveals that 72 percent of people now feel they can simply say “no thanks” to alcohol without offering an excuse.
The findings come ahead of the festive season and point to a rapid decline in social pressure to drink. According to the research, 67 percent of respondents say it is now inappropriate to ask why someone is not drinking, 81 percent believe it is acceptable to decline alcohol without explanation, and 86 percent feel comfortable choosing low- or no-alcohol options at celebrations.
Joanna Price, Chief Corporate Affairs Officer at Heineken, said:
The culture has changed, and so has the category. This data confirms that moderation is no longer fringe behaviour; it’s mainstream. Through innovation -having introduced Heineken 0.0, the first great tasting alcohol free beer-, global reach, and a values-led approach, Heineken is proud to have helped make this shift possible.”
The shift supports the company’s broader sustainability roadmap. The strategy aligns with Heineken’s Brew a Better World 2030 commitment, which places responsible drinking and sustainability at the core of its long-term business goals.
Confidence grows across all generations
The report builds on Heineken’s first “0.0 Reasons Needed” study published 11 months ago with Oxford professor Charles Spence. At the time, researchers identified Gen Z as leading a “quiet confidence revolution”, while stigma around not drinking still lingered. This year’s findings indicate that confidence has broadened across all generations, with 66 percent saying it is easy to turn down alcohol at seasonal events such as work parties.
Charles Spence, Professor of Experimental Psychology at the University of Oxford, said:
Alcohol has long been tied to social ritual, but that link is breaking down. This data shows a move away from expectation and towards individual empowerment, with humour, confidence, and support from peers now shaping how we drink.”
Ruby Warrington, author of Sober Curious, added:
The question ‘why aren’t you drinking?’ isn’t just fading; it’s finished! People everywhere now feel confident to choose if and when they drink without pressure or awkwardness. When I coined ‘sober curious’ nearly ten years ago, this is where I hoped we’d reach; and we’re finally here.”
Category growth accelerates with shifting behaviour
This cultural shift is mirrored by rapid expansion in the low- and no-alcohol segment. Between 2020 and 2024, Heineken 0.0 delivered organic sales volume growth of 53 percent, reflecting global appetite for mindful drinking. The worldwide 0.0 beer market now commands US$13.7 billion in value, accounting for 1.7 percent of total beer volume. Forecast CAGR includes 6 percent in Europe, 14 percent in the US and 45 percent in Brazil.
In the UK, consumption of low- and no-alcohol drinks has almost doubled since 2018. Meanwhile, Heineken 0.0 is now sold in 117 markets, achieving 24 consecutive quarters of growth in the US and appearing on draught in more than 10,000 outlets across Europe.
Joanna Price concluded:
We’ve built one of the world’s fastest-growing beverage brands by empowering choice. Our ambition isn’t just to grow 0.0, it’s to redefine what beer means. Choosing moderation is no longer about restraint; it’s a confident, aspirational choice.”
Heineken aims to ensure that by 2026 every key market offers a non-alcoholic option from at least one strategic brand, with more than 60 percent of European on-trade venues already stocking Heineken 0.0.
