Heineken: Going Dry? Doesn’t Matter Why – new campaign says alcohol-free should be reason free
Heineken: going Dry? Doesn’t Matter Why
People’s drinking habits are changing. So, do we still need abstinence months like ‘Dry January’ and ‘Sober October’ in the diary to choose non-alcoholic options? New research from Heineken® and University of Oxford Professor Charles Spence shows that despite the acceptability of low and non-alcoholic drinks at a high, choosing one can still raise eyebrows.
The study – which surveyed 11,842 adults across five developed non-alcohol beer markets UK, USA, Spain, Japan (over the legal drinking age up to 75 years old). Also Brazil (18 – 65 years old) found that Gen-Z (18 to 26 years old) are the group facing social pressures around alcohol consumption the most.
The survey found 21% of Gen Z in these five markets been called-out about their choice of a non-alcoholic drink and say they have concealed drinking low or non-alcoholic drinks because of social pressures. The report also found that more than one-third have felt pressure to drink alcohol in some social situations.
Results
Professor Spence and Heineken® 0.0’s study in human behaviour investigated the persisting barriers to social acceptance of choosing non-alcoholic beverages. Some of the most interesting findings tell us:
- Gen Z men over the legal drinking age are amongst the most likely to feel choosing an alcohol-free drink could be a social faux pas.
- 38% of men in this age group say they would be willing to drink no or low-alcohol versions of alcoholic drinks but only if their friends do too.
- If and when Gen Z men choose to drink a low or no-alcohol version of alcoholic drinks, they feel they need to explain and justify their choice of drink and even feel like “outsiders” for doing so (29%).
• • When it comes to moderation there is a gap in what people say versus what they do – 51% of people ended up drinking alcohol when they said they wouldn’t, often due to social pressure.
Heineken®’s latest campaign ‘0.0 Reasons Needed’ designed to tackle the stigmas. This around social acceptance of choosing non-alcoholic beverages, supporting people’s right to be reason free.
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A #Heiken study finds despite acceptibility of low and nonalcoholic drinks, choosing one can still raise eyebrows, view https://t.co/ZXiVNfA5xK also 18-26yr olds face social pressures the most around #alcohol consumption #Drinking #driving #ynuktv @Heineken pic.twitter.com/8n9IicUgxV
— YourNewsUKtv (@YourNewsUKtv) January 4, 2025
A Heineken 0.0 study says drinking habits are changing. Low and non alcoholic drinks more popular but not among 18-26 year olds view video here
wp.me/p4BB8h-1saA
#heineken
#alcohol
#drinking
#ynuktv— yournewsuktv (@yournewsuktv.bsky.social) 5 January 2025 at 17:36
