Important data arrives before the holidays: it’s no longer embarrassing to say no to alcohol

By 2025, the majority of people will no longer feel the need to explain why they do not drink alcohol – according to a newly published study commissioned by Heineken. The results reveal the emergence of a new drinking culture that is present worldwide and is shaping consumer attitudes in the same direction everywhere. In this new environment, saying “no” is also a real, socially accepted choice: 72% of respondents say it is enough to simply say “no thank you”, without any excuses.

Research conducted in the United Kingdom, the United States, Spain, Brazil and Japan shows that social pressure to drink alcohol is a thing of the past:

• 67% say it is no longer appropriate to ask why someone is not drinking,
• 81% say it is not a problem if someone refuses alcohol without explanation,
• 86% choose low-alcohol or non-alcoholic drinks at festive gatherings without any remorse.

“We are seeing a profound change: the culture of drinking is changing, which is changing the way non-alcoholic drinks are consumed. “The new data reinforces our experience that moderation is no longer an extreme behavior, but increasingly mainstream. HEINEKEN is proud to have made a tangible contribution to this change through innovations such as the introduction of Heineken 0.0, a classic-tasting, alcohol-free beer, and our global presence and value-based approach.” From cautious shift to new cultural trend The speed of the transformation is astonishing. Just 11 months ago, a study by Heineken and Oxford professor Charles Spence showed that Generation Z is starting a quiet, confident revolution, while abstinence is still surrounded by a (sort of) stigma.

However, now the exclusion of those who say no has practically disappeared, and the confidence of a conscious decision extends to all generations: the question “why don’t you drink?” has now become more unpleasant to ask than to answer. Two-thirds (66%) of those surveyed said it was easy to refuse an alcoholic drink at festive events, such as company parties.

“Alcohol has long been associated with social rituals, but this relationship is starting to break down” – says Professor Spence. “The data shows that individual choice has become more important than societal expectations, and our drinking or non-drinking habits are shaped by humor, confidence, and peer support rather than fear of stigma.”

Author Ruby Warrington, a pioneer of the Sober Curious movement and co-author of the study, added: “The question ‘why don’t you drink?’ has not just receded into the background, it has disappeared altogether. People everywhere can confidently decide whether to drink alcohol and when, without pressure or embarrassment.”

The category is growing

The cultural transformation around alcohol consumption has been accompanied by a remarkable market realignment in just one year. As moderation becomes more mainstream, the low-alcohol and non-alcoholic segment is expanding faster than ever.

The non-alcoholic segment, which includes non-alcoholic lagers and radlers, has also shown significant growth in Hungary over the past 10 years. While it accounted for 4% in volume in 2015, this segment will account for nearly 10% in 2025. The growth in Hungary is mainly driven by the increasing popularity of non-alcoholic radler and the consumption habits of young people

Between 2020 and 2024, Heineken 0.0 sales grew organically by 53% (measured in million hectoliters), reflecting the growing awareness of alcohol consumption globally. The total global non-alcoholic beer market is now worth $13.7 billion (1.7% of global beer sales), with an expected average annual growth rate of 6% in Europe, 14% in the USA and 45% in Brazil.