Festive freedom: Why saying ‘no thanks’ to alcohol is the new normal

As the festive season brings gatherings, toasts, and celebration, a new global study from Heineken® 0.0, in partnership with Sober Curious author Ruby Warrington, reveals a cultural shift worth raising a glass to: in 2025, most people no longer feel the need to explain why they’re not drinking. 72% of respondents say they can simply say “no thanks” to alcohol, no excuse needed.  

The research, conducted across the UK, USA, Spain, Brazil, and Japan, shows social pressure around drinking is off the menu:  

• 67% say it’s now inappropriate to ask why someone isn’t drinking 

• 81% believe it’s fine to decline alcohol without explanation 

• 86% feel comfortable choosing low- or no-alcohol drinks at festive gatherings 

The culture has changed, and so has the category. This data confirms that moderation is no longer fringe behaviour; it’s mainstream. Through innovation -having introduced Heineken 0.0, the first great tasting alcohol free beer-, global reach, and a values-led approach, HEINEKEN is proud to have helped make this shift possible. - Joanna Price, Chief Corporate Affairs Officer at HEINEKEN

From Subtle Change to Cultural Wave  

Just 11 months ago, Heineken’s first “0.0 Reasons Needed” study with Oxford professor Charles Spence found Gen Z is leading a quiet confidence revolution, while stigma around not drinking still lingered. Now that confidence spans all generations, the once-awkward question “why aren’t you drinking?” has become more uncomfortable to ask than answer. Two-thirds (66%) say it’s easy to turn down a drink at festive events like work parties. 

“Alcohol has long been tied to social ritual, but that link is breaking down. This data shows a move away from expectation and towards individual empowerment, with humour, confidence, and support from peers now shaping how we drink.

Charles Spence, Professor of Experimental Psychology at the University of Oxford

“The question “why aren’t you drinking?” isn’t just fading; it’s finished! People everywhere now feel confident to choose if and when they drink without pressure or awkwardness. When I coined ‘sober curious’ nearly ten years ago, this is where I hoped we’d reach; and we’re finally here.”

Ruby Warrington, ’Sober Curious’ author

A Category on the Rise 

In just one year, the cultural transformation around drinking has been matched by remarkable category growth. As moderation moves mainstream, the low- and no-alcohol segment is expanding faster than ever before. In the UK, Alcohol-free and low-alcohol drinks in the UK: Trends, barriers, and opportunities | Drinkaware, almost double the 28% recorded in 2018. 

Between 2020 and 2024, Heineken® 0.0 achieved total sales volume organic growth of +53% (mhl), reflecting a global trend towards mindful drinking. The global 0.0 beer market is now worth US$13.7 billion, representing 1.7% of total beer volume, with a projected CAGR of 6% in Europe, 14% in the USA, and 45% in Brazil. 

Available in 117 markets, Heineken® 0.0 continues to lead this category: 24 consecutive quarters of growth in the U.S.; over 10,000 outlets in Europe with 0.0 on draught; and a growing share of HEINEKEN’s total portfolio volume, especially in Europe and Asia. 

“We’ve built one of the world’s fastest-growing beverage brands by empowering choice. Our ambition isn’t just to grow 0.0, it’s to redefine what beer means. Choosing moderation is no longer about restraint; it’s a confident, aspirational choice.

Joanna Price, Chief Corporate Affairs Officer at HEINEKEN

A Strategic Commitment to Choice 

HEINEKEN continues to drive 0.0 growth through innovation, insight, and its “Always a Choice” principle: wherever Heineken® Original is sold, 0.0 will be too. In Europe, over 60% of on-trade outlets now offer Heineken® 0.0. The brand also promotes responsible consumption via When You Drive, Never Drink, and its Formula 1® partnership. 

“As we look to 2026 and beyond, our focus is clear: ensure a non-alcoholic option for at least one strategic brand in every key market, covering 90% of our business.

Concluded Price

This commitment aligns with HEINEKEN’s Brew a Better World 2030 ambition, putting responsible consumption, environmental, and social sustainability at the heart of its strategy. 

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About the Study 

The research was conducted by Censuswide, among a sample of 10,001 adults aged 18+ in the UK, USA, Spain, Japan, and Brazil. The data was collected between 03/10/2025 - 09/10/2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. 

About HEINEKEN

HEINEKEN is the world’s pioneering beer company. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 340 international, regional, local, and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants, and other production facilities in more than 70 countries. Most recent information is available on our Company’s website, and follow us on LinkedIn and Instagram.