Are you dry? It doesn't matter why. New Heineken® 0.0 campaign says alcohol-free should be no reason

Heineken® 0.0 commissions a new anthropological study, revealing that going alcohol-free may still raise eyebrows, particularly among Generation Z.

AMSTERDAM, Jan. 02, 2025 (GLOBE NEWSWIRE) — People’s drinking habits are changing, so do we still need abstinence months like “Dry January” and “Sober October” in the calendar to choose non-alcoholic options? New research from Heineken® and Professor Charles Spence of the University of Oxford shows that while the acceptability of low and non-alcoholic drinks is high, choosing one can still raise eyebrows.

The study, which surveyed 11,842 adults across five developed non-alcoholic beer markets, UK, US, Spain, Japan (above the legal drinking age of 75 years) and in Brazil (18 to 65 years), revealed that Generation Z (18 to 26 years) constitute the group most confronted with social pressures around alcohol consumption.

The survey reveals that 21% of Generation Z in these five markets have been questioned about their choice of soft drink and say they have hidden their consumption of low or non-alcoholic drinks due to social pressures. The report also found that more than a third felt pressure to drink alcohol in certain social situations.

Professor Spence and Heineken® 0.0’s study of human behavior examined the persistent barriers to social acceptance of non-alcoholic beverage choice. Some of the most interesting discoveries tell us:

Gen Z men over the legal drinking age are among the most likely to think choosing a non-alcoholic 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 beverages, but only if their friends do too.
If and when Gen Z men choose to drink some version of alcoholic or non-alcoholic beverages, they feel the need to explain and justify their beverage choice and even feel like an “outsider” for doing so (29 %).
When it comes to moderation, there’s a gap between what people say and what they do: 51% of people have ended up drinking alcohol when they said they wouldn’t, often in due to social pressure.

Heineken®’s latest campaign ‘0.0 Reasons Needed’ was designed to combat the stigma surrounding the social acceptance of choosing soft drinks, by supporting people’s right to be free from reasons. This is part of Heineken®’s ongoing strategy to grow the category and refresh consumers’ perspective on soft drinks.

Charles Spence, professor of experimental psychology at the University of Oxford, explain: “Our study revealed fascinating insights into changing societal attitudes towards alcohol consumption. For many, alcohol is no longer the norm in social situations – we are seeing a shift towards More conscious consumption Yet, in cultures where alcohol consumption is still seen primarily as the norm, withdrawal can be stigmatized. This is especially true for Generation Z and millennials. played a central role in the how humans socialize, hence the dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society.

Not everyone is concerned about their drinking choices being judged, the results show that we are in the early stages of acceptance becoming the new norm:

Half of participants say that compared to five years ago, it is more acceptable to drink low- or no-alcohol versions of alcoholic beverages.
The study found that a fifth of drinkers now report moderating their consumption of alcoholic and non-alcoholic drinks during evening social gatherings with friends or family.
Participants view non-alcoholic drinkers as “cool” (9%) and “respectable” (25%) rather than “uncool” (4%) or “boring” (6%).
Interestingly, among those who drink low- or no-alcohol versions of alcoholic beverages, more than a third (35%) of people choose this drink on an evening date.

More and more people feel secure in their balanced lifestyle – regardless of what others might think of them – and many admire those who are sober or choose to drink in moderation. These first signs in major non-alcoholic beer markets indicate the dawn of a new post-“sober and curious” era.

Heineken®’s ‘0.0 Reasons Needed’ campaign was designed to send a clear message: if someone chooses dry, it doesn’t matter why. Although social pressures around moderation still exist, Heineken® hopes to break the stigma associated with choosing not to drink alcohol, by championing people’s right to make choices without judgment. The TVC series pokes fun at some of the stereotypes associated with choosing not to drink alcohol, such as assuming someone must be the designated driver or that they are healthy. Through the new ‘0.0 Reasons Needed’ campaign, the brand aims to encourage those who simply want to enjoy a Heineken® 0.0 for its great taste, ensuring that everyone is empowered to exercise moderation – if they choose.

Nabil Nasser, Global Brand Manager of Heineken®, said: “The launch of Heineken® 0.0 in 2017 revolutionized the soft drinks industry. A high-end, high-quality brand offering 0.0 has helped make moderation cool. It’s exciting to see this new research reveal a growing social acceptance of soft drinks; not only accepted, but also something that people consider a cool and confident choice. That said, you can see that there is still work to be done with the research that highlights poor judgment about alcohol, so we need to be dynamic and inventive in how we combat these stereotypes. We’re proud of our delicious Heineken® 0.0 and its role in breaking down stigmas in this space, so people can enjoy it without being judged. Maybe someone is the designated driver, or maybe. they really want a refreshing Heineken® 0.0 – our latest campaign shows that ultimately, you don’t need a special reason to give up alcohol.

The latest Heineken® TV commercials, directed by Hanna Maria Hendrich and filmed in Barcelona, will be broadcast worldwide in January 2025.

HEINEKEN is committed to promoting moderation through campaigns for Heineken® 0.0, with previous activations including When You Drive Never Drink and its global sponsorship of Formula 1®.

Editorial information

Please find the linked white paper and infographic here

Please find the campaign images in high resolution here

Please find YouTube TVC links below

For more information, please contact: [email protected]

*Professor Charles Spence, Anthropological study on changes in the consumption of low or no alcohol products and their effects on society. The white paper and summary of the study are available upon request.

Technical note

The study was carried out by Ipsos UK on behalf of Edelman and Heineken. Ipsos UK surveyed a representative sample of 11,842 adults using its online omnibus, including an additional sample of 1,483 Gen Zers. Field work was carried out in five markets: UK, US , Spain, Japan and Brazil.

The resulting sample is representative of the population aged 18-75 in all markets except Brazil, where participants were aged 18-65. Quotas were set based on age, gender, region and professional status.

Data were weighted according to known proportions of the offline population for nested cells of sex by age, employment status, as well as region and education (UK, US, UK). Spain, Brazil), social status (UK only) and income (US only). ) to reflect the adult population of this audience in each market.

Although there are some differences between markets, the figures cited here are based on a global average, with each country given equal weight.

The field work was carried out between August 16 and August 30, 2024.

Basic sizes below:

Base	All markets	UNITED KINGDOM	Spain	USA	Japan	Brazil (18-65 years old)	All markets Generation Z (18-26 years old)	All markets Generation Z (18-26 years) men
All adults (18-75 – BR 18-65)	11,842	2465	2355	2413	2376	2233	2908	1,397
All adults aged 18 to 75 (BR 16-65) who have consumed little or no alcoholic beverages once or twice in the past year or more.	9241	2059	2026	1756	1597	1803	2109	1028

About HEINEKEN:
HEINEKEN is the most international brewer in the world. It is the leading developer and marketer of premium beer and cider brands. Led by Heineken^® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through Brewing a Better World, sustainability is ingrained in the business.

HEINEKEN has a well-balanced geographic presence with leading positions in both developed and developing markets. We employ more than 85,000 people and operate breweries, malt houses, cider mills and other production facilities in more than 70 countries. Heineken NV and Heineken Holding NV shares are traded on Euronext in Amsterdam. Prices of the common shares are available on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored Level 1 American Depositary Receipt (ADR) programs: Heineken NV (OTCQX: HEINY) and Heineken Holding NV (OTCQX: HKHHY).

The most recent information is available on the HEINEKEN website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.

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