title.This Year’s Biggest Office Party Night Targets Zero Alcohol Consumption

12/04/2025 – 02:05 AM

AMSTERDAM, Dec. 4, 2025 (GLOBE NEWSWIRE) – On one of the most popular dates for corporate holiday parties, a new global study from Heineken 0.0, the world’s leading non‑alcoholic beer, reveals that the 2025 festive season is the first in which saying “no thanks” requires no excuse. Almost three‑quarters of respondents (72%) feel confident skipping alcohol without fear of judgment or exclusion.

Attitudes toward drinking are evolving rapidly. Conducted in five countries in partnership with Ruby Warrington, author of *Sober Curious*, the survey shows that over two‑thirds (67%) now view inquiries about why someone isn’t drinking as outdated, while 81% agree it’s acceptable to decline alcohol at festive events without offering an explanation.

A Global Surge in Confidence

Earlier this year, Heineken’s “0.0 Reasons Needed” study highlighted Gen Z as the early drivers of a quietly confident movement, yet some social stigma remained. Less than a year later, confidence has spread across cultures, with two‑thirds (66%) finding it very easy to turn down a drink at work parties.

Charles Spence, Professor of Experimental Psychology at the University of Oxford, noted, “These studies illustrate how quickly social norms can shift. Alcohol has been central to social life for generations, but the data now prove moderation is for everyone.”

Behavioural intentions for the holiday season reinforce the trend: 37% plan to moderate their intake, 27% intend to abstain entirely, and one in five will opt for a 0.0 beer. Gen Z leads the “zebra‑stripe” approach—alternating alcoholic and non‑alcoholic drinks throughout the night—with 30% indicating they will adopt this pattern.

Social Pressure? Off the Menu

The primary driver behind the shift is the fading fear of missing out. Nearly nine in ten (86%) feel comfortable choosing low‑ or no‑alcohol options at festive gatherings, and 76% say they don’t need alcohol to feel included. Remarkably, 90% would support a friend who opts for a low‑ or no‑alcohol drink during the holidays, indicating a broad social acceptance of moderation.

While the United Kingdom and United States are leading the change, the trend is truly global. In Brazil, 67% feel at ease selecting 0.0 in social settings, and in Japan—traditionally a highly alcohol‑centric market—44% now feel comfortable going alcohol‑free at parties.

Ruby Warrington added, “The question ‘why aren’t you drinking?’ belongs firmly in the past. Consumers worldwide now feel free to choose whether and when to drink without fearing social pressure. When I coined ‘sober curious’ a decade ago, the goal was to normalise the choice not to drink—today we’re seeing that vision realised.”

From Excuses to Humor

Historically, turning down alcohol often required a justification; 46% of respondents typically associate the holiday period with drinking. Today, the narrative is shifting from defensive to playful. Gen Z is defusing pressure with humorous one‑liners such as “I’m on a secret government mission” or “I promised my cat we’d do yoga together,” turning what was once a social hurdle into a source of amusement.

Nabil Nasser, Global Head of Heineken Brand, explained, “As a champion of social life, Heineken constantly seeks to understand the ‘social glue’ that creates shared moments. The research confirms what we have long believed: reaching for a Heineken 0.0 isn’t an omission; it’s an option.”

Heineken continues to promote moderation through campaigns such as “When You Drive, Never Drink” and its global sponsorship of Formula 1, underscoring the message that great evenings don’t need excuses—just good company.

*The research was conducted by Censuswide among a sample of 10,001 adults aged 18 + in the UK, USA, Spain, Japan and Brazil. Data were collected between 03 Oct 2025 and 09 Oct 2025. Censuswide adheres to the Market Research Society code of conduct and ESOMAR principles and is a member of the British Polling Council.

†According to IWSR volume and value data for non‑alcoholic beer brand lines in 2024.

About Heineken: Heineken is the world’s most international brewer, leading the development and marketing of premium beer and cider brands. The group manages a portfolio of more than 300 international, regional, local and specialty beers and ciders. Guided by the “Brewing a Better World” vision, Heineken embeds sustainability across its operations, emphasises disciplined sales execution, long‑term brand investment and cost management. With a balanced geographic footprint, the company holds leadership positions in both developed and emerging markets, employs over 85,000 people, and operates brewing, malting and cider facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. trade on Euronext Amsterdam under the symbols HEIA NA and HEIO NA. The American Depositary Receipt programmes trade under the tickers HEINY and HKHHY.

For the latest information, visit the official Heineken website.