World: New Heineken research reveals �major cultural shift� in alcohol consumption

The tide is turning on boozing, with top brewery bosses admitting they are seeing a massive shift in how we consume alcohol, The Standard reported on December 9.

Heineken has released new global-wide research which found there has been a “major cultural shift” when it comes to how people enjoy a drink.

The stats show that now most consumers no longer feel obliged to justify choosing not to drink, feeling that their decision is more likely to be respected and not questioned.

The study, which was conducted across the UK, USA, Spain, Brazil and Japan, found that 72 percent of people now feel comfortable enough to say “no thank you” to an alcoholic beverage without feeling the need to offer an excuse up as to why they are making that choice.

Researchers also found there has been a rapid decline in social pressure to drink with 67 percent of respondents adding they feel it is now “inappropriate” to ask why someone is not drinking, while a further 81 percent believe it is acceptable to decline alcohol without explanation, and 86 percent feel comfortable choosing low- or no-alcohol options at celebrations.”

The change comes as Heineken show profits in the low or no alcohol range.

Figures show that between 2020 and 2024, Heineken 0.0 delivered organic sales volume growth of 53 percent, with the worldwide 0 percent beer market now worth an estimated £13.4 billion (around US$13.7 billion) in value, and accounting for 1.7 percent of total beer volume.

In the UK, consumption of low- and no-alcohol drinks has almost doubled since 2018, say the beer brand, with Heineken 0.0 now sold in 117 markets, achieving 24 consecutive quarters of growth in the US and appearing on draught in more than 10,000 outlets across Europe.

Joanna Price, Chief Corporate Affairs Officer at Heineken, said: “The culture has changed, and so has the category. This data confirms that moderation is no longer fringe behaviour; it’s mainstream. Through innovation -having introduced Heineken 0.0, the first great tasting alcohol free beer-, global reach, and a values-led approach, Heineken is proud to have helped make this shift possible.”

Charles Spence, Professor of Experimental Psychology at the University of Oxford, added that society has changed in recent years, and we are now seeing that change on the alcohol market.

He said: “Alcohol has long been tied to social ritual, but that link is breaking down. This data shows a move away from expectation and towards individual empowerment, with humour, confidence, and support from peers now shaping how we drink.”