[image]
[title]
A study by Heineken 0.0 confirms that social pressure to drink alcohol is still present, but new generations are driving change. No excuse is needed anymore to enjoy a non-alcoholic option.
Social pressure to drink alcohol is still present, but new generations are making a difference.
The aforementioned study revealed this key insight: although non-alcoholic beverages are more accepted than ever, young people still face odd looks and unnecessary comments when they say they prefer not to drink alcohol. Hard to believe? Here are more data points to support it:
-
21% of young people aged 18 to 26 feel judged for their choice of non-alcoholic beverages and hide their consumption of zero-alcohol drinks due to social pressure.
-
More than one-third report having felt pressure to drink alcohol in certain social situations.
-
38% of men in this age group say they would be willing to drink non-alcoholic versions, but only if their friends did as well.
-
When Gen Z men make this choice, they feel the need to explain and justify it (29%).
As you can see, social pressure is still there and is felt in every gathering. You order a non-alcoholic beer, and the questions start rolling in: "Why?" "Are you okay?" "Come on, just have one!" as if it were something that needs to be explained. But why should anyone have to justify what they drink? Why do you need a special reason to choose this kind of beverage? No one does when choosing between coffee or tea, right?
Also of interest: With or without foam, how should beer be served?
This is the context in which “0.0 Reasons Needed” arrives, a campaign that seeks to break these prejudices and show that enjoying without labels and without pressure is the real revolution. Because to choose Heineken 0.0, no special reason is needed—just its great taste.
Heineken 0.0: Enjoying without limits (or labels)
Heineken 0.0 is a beer that retains the classic taste and is designed for those who enjoy the flavor regardless of the context. You don’t have to be driving or have a medical excuse. If you like it, you drink it. That simple.
"Regardless of what people may assume when they see someone enjoying a Heineken 0.0, there is no special reason behind it—just its great taste. It is important to address stigmas by supporting people's right to make decisions without being judged," says Fernando Sanz Nicuesa, Country Manager South Cone of Heineken. And he is right because choosing a non-alcoholic beer should not be a topic of conversation.
Also of interest: What is a beer sommelier and what do they do?
“It is important to address stigmas by supporting people's right to make decisions without being judged.” - Fernando Sanz Nicuesa, Country Manager South Cone of Heineken.
Heineken 0.0 was launched in 2023 to expand possibilities for beer lovers, regardless of the moment or occasion. So, we could say it is not just a non-alcoholic beer. It is about breaking prejudices and enjoying without labels or pressure. Because at the end of the day, what matters is not what’s in your glass but how you enjoy it.
Since its launch, the non-alcoholic beer market in Argentina has quadrupled—an exponential growth that demonstrates consumer interest and the great potential of the category for the coming years. With every action, Heineken aims to inspire people to enjoy fully and consciously, reaffirming its commitment to the safety and well-being of its consumers.
*The research was conducted by IPSOS alongside Oxford University psychologist Charles Spence.