No Longer Embarrassing to Say 'No' to Alcohol

According to the results of a recently published international study, conscious choice and moderation in alcohol consumption have become an increasingly strong cultural trend. Saying no has now become acceptable, does not raise embarrassing questions, and does not require explanation. This change has also triggered a spectacular transformation in the beverage market, according to a statement by Heineken.

By 2025, most people will no longer feel the need to explain why they do not drink alcohol, according to a recently 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, "no" is also considered a real, socially acceptable choice: 72% of respondents say it is enough to simply say, "thank you, no" 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 social gatherings without feeling guilty.

"We are seeing a profound change: the culture of drinking is transforming, which is also repositioning the category of non-alcoholic beverages in people's minds," Joanna Price, HEINEKEN's Director of Global Corporate Affairs and Communications, said. "The new data confirms our experience that moderation is no longer extreme behavior, but is increasingly considered mainstream. HEINEKEN is proud to have made a tangible contribution to this change through its innovations, such as the introduction of Heineken 0.0, a classic-tasting, alcohol-free beer, its global presence and its value-based approach," she added.

The speed of the transformation is astonishing. Just 11 months ago, a study conducted by Heineken in collaboration with Oxford professor Charles Spence pointed out that Generation Z had begun a quiet, confident revolution, while alcohol-free drinking was still (somewhat) stigmatized.

Today, however, the exclusion of those who say no has virtually disappeared, and the confidence of conscious decision-making now extends to all generations: the question "why don't you drink?" has become more uncomfortable to ask than to answer. Two-thirds (66%) of respondents say it is easy to refuse an alcoholic drink at festive events, such as company parties.