A new global study from Heineken 0.0, the world’s No. 1 non-alcoholic beer, reveals a cultural shift that’s been a long time coming: in 2025, asking “Why aren’t you drinking?” is officially more awkward than answering it.
According to the research, almost three-quarters (72%) of people feel confident turning down alcohol at festive events without worrying about judgement—a milestone moment for the alcohol-free movement.
The End of the Awkward Question
Attitudes toward drinking have changed fast. Conducted across five countries and created in partnership with Sober Curious author Ruby Warrington, the study found that 67% now feel it’s outdated to question someone’s decision not to drink. Even more—81%—say it’s completely acceptable to skip alcohol at festive gatherings with zero explanation.
This marks a powerful evolution from earlier in the year, when subtle stigma still lingered around going alcohol-free. Now, confidence is global.
Culture Is Shifting—Fast
Heineken’s January study, created with University of Oxford professor Charles Spence, showed Gen Z leading the charge in normalising moderation. Less than a year later, that shift has gone fully mainstream:
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66% find it easy to turn down a drink at festive events
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37% say they’ll moderate their alcohol intake this season
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27% plan to abstain completely
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1 in 5 will toast with a non-alcoholic beer
Gen Z continues to set the tone, with 30% planning to “zebra stripe”—alternating between alcoholic and non-alcoholic drinks throughout the night.
You can read more about this rising trend in the sober curious movement via Ruby Warrington’s site: https://www.rubywarrington.com
Social Pressure Is Officially Out
Forget FOMO—missing out is no longer tied to what’s in your glass.
The new data shows:
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86% feel comfortable choosing low- or no-alcohol options at festive events
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76% say they don’t need alcohol to feel included
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90% would support a friend opting for a non-alcoholic drink
And it’s not just the UK and US.
In Brazil, 67% feel confident choosing 0.0 drinks socially.
In Japan, historically one of the world’s most drinking-focused cultures, 44% now feel fine going alcohol-free at parties.
Ruby Warrington summed it up perfectly: “The question ‘why aren’t you drinking?’ belongs in the past.”
Excuses Turn to Humour as Stigma Fades
For years, the festive season has been synonymous with drinking, with 46% saying they link the holidays closely with alcohol.
But now? People are turning down drinks with humour rather than excuses.
Gen Z, especially, is flipping the script with tongue-in-cheek replies like:
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“I’m on a secret government mission.”
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“I promised my cat we’d do yoga together.”
The pressure is gone—and the playfulness is in.
Moderation Becomes a Celebration
“At Heineken, we’ve always been fascinated by the ‘social glue’ that brings people together,” said Nabil Nasser, Global Head of the Heineken brand. “Choosing a Heineken 0.0 isn’t about missing out—it’s simply another option.”
The brand continues championing moderation through global initiatives like When You Drive, Never Drink and its partnership with Formula 1. You can explore more of their 0.0 movement here: https://www.heineken.com/0-0
A New Era: No Excuses Needed
From festive work parties to family gatherings, 2025 is shaping up to be the first holiday season where skipping alcohol is universally accepted. The social script has officially been rewritten.
Choosing not to drink? No excuses. No judgement.
Just good company—and more options than ever before.
