Heineken is highlighting changes in consumer attitudes toward moderating their alcohol intake, as the group continues to scale its alcohol-free portfolio.
The brewer has released research, conducted with author Ruby Warrington, indicating that choosing not to have an alcoholic drink without providing an explanation has become more widely accepted by consumers worldwide. Findings from five major markets show a rise in confidence among consumers choosing low- & no-alcohol options.
In Brazil, Japan, Spain, the UK and the US, two-thirds of respondents said it is now inappropriate to ask why someone is not drinking alcohol. Heineken added that 81% of those surveyed feel comfortable refusing alcohol without explanation, and 86% are happy to choose low- or no-alcohol options at seasonal gatherings.
The survey, featuring 10,001 adults aged 18-plus in the five countries, was conducted between 3 and 9 October.
Heineken’s chief corporate affairs officer, Joanna Price, said the data reflects a mainstream shift in behaviour. “Moderation is no longer fringe,” she noted. “Through innovation…, global reach and a values-led approach, Heineken is proud to have helped make this shift possible.”
Alongside the consumer findings, Heineken pointed to the rapid expansion of beer’s alcohol-free segment. The global market is valued at US$13.7bn, with strong growth forecast across Europe, the US and Brazil. Between 2020 and 2024, the Heineken 0.0 SKU recorded volume growth of 53%.
The company said its long-term strategy remains centred around its ‘Always a Choice’ principle, aiming to ensure a non-alcoholic option for at least one strategic brand in every key market from “2026 and beyond”.
In September, Heineken installed the alcohol-free version of its namesake lager in its 10,000th on-premise outlet in Europe.
