AMSTERDAM, Jan. 02, 2025 (GLOBE NEWSWIRE) — Individuals’s consuming habits are altering, so will we nonetheless want abstinence months like ‘Dry January’ and ‘Sober October’ within the diary to decide on non-alcoholic choices? New analysis from Heineken (AS:) ® and College of Oxford Professor Charles Spence exhibits that regardless of the acceptability of low and non-alcoholic drinks being at a excessive, selecting one can nonetheless increase eyebrows.
The examine – which surveyed 11,842 adults throughout 5 developed non-alcohol beer markets UK, USA, Spain, Japan (over the authorized consuming age as much as 75 years outdated), and Brazil (18 “ 65 years outdated) discovered that Gen-Z (18 to 26 years outdated) are the group dealing with social pressures round alcohol consumption probably the most.
The survey discovered 21% of Gen Z in these 5 markets have been called-out about their alternative of a non-alcoholic drink and say they’ve hid consuming low or non-alcoholic drinks due to social pressures. The report additionally discovered that greater than one-third have felt stress to drink alcohol in some social conditions.
Professor Spence and Heineken ® 0.0’s examine in human behaviour investigated the persisting obstacles to social acceptance of selecting non-alcoholic drinks. A number of the most fascinating findings inform us:
Gen Z males over the authorized consuming age are amongst the more than likely to really feel selecting an alcohol-free drink could possibly be a social fake pas.38% of males on this age group say they’d be prepared to drink no or low-alcohol variations of alcoholic drinks however provided that their associates do too.If and when Gen Z males select to drink a low or no-alcohol model of alcoholic drinks, they really feel they should clarify and justify their alternative of drink and even really feel like outsiders for doing so (29%).With regards to moderation there’s a hole in what individuals say versus what they do – 51% of individuals have ended up consuming alcohol after they stated they would not, typically resulting from social stress.
Heineken ®’s newest marketing campaign ‘0.0 Causes Wanted’ has been designed to deal with the stigmas round social acceptance of selecting non-alcoholic drinks, supporting individuals’s proper to be cause free. That is a part of Heineken ®’s ongoing technique to develop the class and refresh customers’ perspective on non-alcoholic drinks.
Charles Spence, Professor of Experimental Psychology on the College of Oxford, explains: Our examine has uncovered some fascinating insights into evolving societal attitudes in direction of alcohol consumption. For a lot of, alcohol is not the default in social conditions “ we’re seeing a shift in direction of extra aware consumption. But, in cultures the place consuming alcohol remains to be predominantly considered because the norm, opting out will be stigmatised. That is significantly true for Gen Zers and millennials. For generations, alcohol has performed a central position in the best way people socialise, subsequently dominant assumptions and stereotypes surrounding our consuming habits stay deeply ingrained in society.
Not everybody is anxious with judgement of their consuming decisions, the findings present we’re within the early phases of acceptance turning into the brand new regular:
Half of individuals say that in comparison with 5 years in the past, it’s extra acceptable to drink low or no-alcohol variations of alcoholic drinks.The examine discovered a fifth of drinkers now say they reasonable between alcoholic and non-alcoholic drinks at night social gatherings with associates or household.Members acknowledge non-alcoholic drinkers as cool (9%) and respectable (25%) fairly than uncool (4%) or boring (6%).Apparently amongst those that drink low or no alcoholic variations of alcoholic drinks, over a 3rd (35%) of individuals select this when on a night date.
Extra individuals really feel safe of their balanced way of life “ no matter what others may consider them “ and many individuals admire those that are sober or select to drink carefully. These early indicators from non-alcoholic beer main markets level to the daybreak of a brand new, put up ‘sober curious’ period.
Heineken ®’s ‘0.0 Causes Wanted’ marketing campaign has been designed to ship a transparent message: if somebody chooses dry, it does not matter why. While social pressures round moderation nonetheless exist, Heineken ® hopes to shatter the stigma related to selecting to not drink alcohol, defending individuals’s proper to make judgement-free decisions. The collection of TVCs poke enjoyable at among the stereotypes related to selecting to not drink alcohol, reminiscent of assuming somebody should be the designated driver or they’re on a well being kick. By way of the brand new ‘0.0 Causes Wanted’ marketing campaign, the model goals to uplift those that merely need to get pleasure from a Heineken ® 0.0 for its nice style, making certain everyone seems to be empowered to embrace moderation “ in the event that they need to.
Nabil Nasser, World Head of Heineken ® Model, says, The launch of Heineken ® 0.0 in 2017 revolutionised the non-alcoholic area. A premium, high-quality model providing a 0.0 has helped make moderation cool. It is thrilling to see this new analysis uncover a rising social acceptance of non-alcoholic drinks; not simply accepted, but in addition one thing individuals see as a cool and assured alternative. That stated, you possibly can see there’s nonetheless work to be achieved with the analysis spotlighting low and no alcohol judgement nonetheless exists, so we should be dynamic and creative round how we deal with these stereotypes. We’re pleased with our nice tasting Heineken ® 0.0 and its position in serving to to take away the stigmas on this area, so individuals can get pleasure from it with out being judged. Maybe somebody is the designated driver, or possibly they simply actually fancy a refreshing Heineken ® 0.0 “ our newest marketing campaign exhibits the underside line is, you do not want a particular cause to go alcohol-free.
Heineken ®’s newest TV commercials, directed by Hanna Maria Hendrich and filmed in Barcelona, will likely be airing globally in January 2025.
HEINEKEN is dedicated to driving moderation by means of campaigns for Heineken ® 0.0, with earlier activations together with When You Drive By no means Drink and its World sponsorship of Method 1 ®.
Editorial data
Please discover the whitepaper and infographic linked right here
Please discover the high-resolution marketing campaign photos right here
Please discover the TVC YouTube hyperlinks beneath
On a weight-reduction plan?Driving?Working late?
Professor Charles Spence, Anthropological Research into modifications in consumption of low and no alcoholic merchandise and their impact on society. The examine whitepaper and govt abstract can be found on request.
Technical Be aware
The analysis was carried out by Ipsos (EPA:) UK on behalf of Edelman and Heineken. Ipsos UK interviewed a consultant quota pattern of 11,842 adults utilizing its on-line omnibus, together with a lift pattern of 1,483 Gen Zs. Fieldwork was carried out in 5 markets – UK, USA, Spain, Japan and Brazil.
The pattern achieved is consultant of the inhabitants aged 18-75 in all markets besides Brazil, the place the individuals had been aged 18-65. Quotas had been set on Age inside Gender, Area and Working standing.
The information have been weighted to the recognized offline inhabitants proportions for interlocking cells of gender inside age, working standing, in addition to area and schooling (in UK, USA, Spain, Brazil), social grade (UK solely) and revenue (USA solely) to replicate the grownup inhabitants of this viewers in every market.
While there are some variations by market, figures cited listed below are based mostly on an general common, with every nation having an equal weight.
Fieldwork was carried out between the sixteenth August and thirtieth August 2024.
Base sizes beneath:
BaseAll marketsUKSpainUSAJapanBrazil (18-65yrs)All markets Gen Z (18-26 yrs)All markets Gen Z (18-26 yrs) menAll adults (18-75 “ BR 18-65)11,8422465235524132376223329081,397All adults aged 18-75 (BR 16-65) who’ve had low or no alcohol drinks as soon as/twice in final 12 months or more92412059202617561597180321091028
About HEINEKEN: HEINEKEN is the world’s most worldwide brewer. It’s the main developer and marketer of premium beer and cider manufacturers. Led by the Heineken ® model, the Group has a portfolio of greater than 300 worldwide, regional, native and specialty beers and ciders. We’re dedicated to innovation, long-term model funding, disciplined gross sales execution and centered value administration. By way of “Brewing a Better World”, sustainability is embedded within the enterprise.
HEINEKEN has a well-balanced geographic footprint with management positions in each developed and growing markets. We make use of over 85,000 workers and function breweries, malteries, cider vegetation and different manufacturing amenities in additional than 70 international locations. Heineken N.V. and Heineken Holding N.V. shares commerce on the Euronext (EPA:) in Amsterdam. Costs for the unusual shares could also be accessed on Bloomberg underneath the symbols HEIA NA and HEIO NA and on Reuters underneath HEIN.AS and HEIO.AS. HEINEKEN has two sponsored degree 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY (OTC:)) and Heineken Holding N.V. (OTCQX: HKHHY).
Pictures accompanying this announcement can be found at
Movies accompanying this announcement can be found at
Heineken 0.0 Causes Wanted
Heineken 0.0 Causes Wanted
Charles Spence x Heineken 0.0 Anthropology Research Infographic
Charles Spence x Heineken 0.0 Anthropology Research Infographic
College of Oxford Professor Charles Spence and Heineken 0.0
New analysis from Heineken ® and College of Oxford Professor Charles Spence exhibits that regardless of the acceptability of low and non-alcoholic drinks being at a excessive, selecting one can nonetheless increase eyebrows.
Supply: Heineken
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