non‑alcoholic beer

Heineken 0.0’s global 2025 festive‑season study of 10,001 adults in the UK, USA, Spain, Japan and Brazil found a major shift toward low‑ and no‑alcohol options. Seventy‑two percent feel confident skipping alcohol, 81 % are comfortable refusing drinks without explanation, and 67 % consider asking why someone isn’t drinking outdated. Behavioral intentions show 37 % will moderate intake, 27 % plan to abstain and about 20 % will choose a 0.0 beer, with Gen Z leading “zebra‑stripe” alternating‑drink habits. Comfort with alcohol‑free choices is highest in the UK and USA, also strong in Brazil and Japan.