Heineken 0.0 study shows moderation goes mainstream

A new global study from Heineken® 0.0, in partnership with Sober Curious author Ruby Warrington, has revealed a cultural shift worth raising a glass to: in 2025, most people no longer feel the need to explain why they’re not drinking during the festive season. In fact, 72% of respondents of this study say they can say “no thanks” to alcohol, no excuse needed.

The research, conducted across the UK, USA, Spain, Brazil, and Japan, shows social pressure around drinking is off the menu. 67% say it’s now inappropriate to ask why someone isn’t drinking, 81% believe it’s fine to decline alcohol without explanation, and 86% feel comfortable choosing low- or no-alcohol drinks at festive gatherings.

Joanna Price, Chief Corporate Affairs Officer at HEINEKEN: “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."

Just 11 months ago, Heineken’s first “0.0 Reasons Needed” study with Oxford professor Charles Spence found Gen Z is leading a quiet confidence revolution, while stigma around not drinking still lingered. Now that confidence spans all generations, the once-awkward question “why aren’t you drinking?” has become more uncomfortable to ask than answer. Two-thirds (66%) say it’s easy to turn down a drink at festive events like work parties.

Ruby Warrington, 'Sober Curious' author: “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.”

The global shift toward mindful drinking is translating into strong category performance for Heineken 0.0. Over the past year, the cultural move toward moderation has been mirrored by accelerated growth in the low- and no-alcohol market. In the UK, consumption of alcohol-free and low-alcohol drinks has nearly doubled compared with the 28 percent recorded in 2018.

Between 2020 and 2024, Heineken 0.0 recorded 53 percent organic growth in total sales volume, reflecting rising demand for alcohol-free options worldwide. The global 0.0 beer market now stands at 13.7 billion US dollars, accounting for 1.7 percent of total beer volume, with a projected compound annual growth rate of 6 percent in Europe, 14 percent in the United States, and 45 percent in Brazil.

Now available in 117 markets, Heineken 0.0 leads the alcohol-free category. The brand has achieved 24 consecutive quarters of growth in the United States and expanded its European footprint, with more than 10,000 outlets offering 0.0 on draught. The product also represents a growing share of HEINEKEN’s total portfolio, particularly in Europe and Asia.

HEINEKEN continues to drive the success of 0.0 through innovation, consumer insight, and its Always a Choice principle—ensuring that wherever Heineken Original is sold, Heineken 0.0 is also available. More than 60 percent of on-trade venues in Europe now serve alcohol-free beer. The brand also supports responsible consumption through its When You Drive, Never Drink campaign and its long-running Formula 1 partnership.

www.theheinekencompany.com

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