New study inspires Heineken’s ‘0.0 Reasons Needed’ campaign to challenge alcohol-free stigma

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As Dry January kicks off and the new year begins, the outlook for low and no-alcohol beverages in 2025 is promising. The global 0.0 beer market is now worth US$13.7 billion, accounting for 1.7 percent of total global beer sales, with products like Heineken 0.0 leading the charge. While the category is gaining ground, research reveals that the acceptance of non-alcoholic beverages is still hindered by entrenched social norms.

Societal pressures

A new study conducted by Heineken in collaboration with Professor Charles Spence from the University of Oxford explored the barriers to broader acceptance of low and no-alcohol drinks. The survey, which included 11,842 adults across five key global markets—UK, USA, Spain, Japan, and Brazil—reveals that while attitudes are shifting in a more positive direction, societal pressures remain a key obstacle.

The research found that 9 percent of participants view non-alcohol drinkers as “cool,” while 25 percent consider them “respectable,” compared to just 4 percent who see them as “uncool” or 6 percent as “boring.” Despite this positive shift, significant social pressure remains, particularly among Generation Z (aged 18-26). The study found that over one in three Gen Z respondents felt pressured to drink alcohol in certain social situations, with 21 percent admitting to concealing their consumption of low or no-alcohol drinks due to this societal expectation.

Gen Z men, in particular, experience heightened pressure. Almost 2 in 5 (38 percent) said they would only drink low and no-alcohol versions of alcoholic beverages if their friends did the same, and 29 percent reported feeling the need to justify their choice when opting for a non-alcoholic drink. Furthermore, over half (51 percent) of survey participants admitted to drinking alcohol despite previously deciding against it, which could be attributed to peer pressure.

“For generations, alcohol has played a central role in the way humans socialise, therefore dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” Professor Spence commented.

“Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations – we’re seeing a shift towards more mindful consumption, despite the stigma that younger generations of legal drinking age still experience.”

Encouraging a cultural shift

In response to these findings, Heineken is launching its ‘0.0 Reasons Needed’ campaign. The campaign aims to tackle the social stigma surrounding alcohol-free options, sending a clear message that individuals should be free to choose a low or no-alcohol beverage without the need for justification. The focus of the campaign is to empower consumers, especially younger generations, to make their choices without fear of being judged.

In Europe, over 60 percent of locations serving Heineken now include the brand’s 0.0 alcohol-free option, providing consumers with more choices in social settings.

Joanna Price, Chief Corporate Affairs Officer at Heineken, emphasised the importance of this cultural shift.

She said, “Our research shows that the acceptability of 0.0 beer is at an all-time high. However, social stigmas still hinder our vision that everyone should always have a choice. Through campaigns like ‘Heineken 0.0 Reasons Needed,’ we are committed to empowering responsible consumption and fostering a culture of moderation.”