A prominent beer brand is leveraging data to tackle the challenges impeding the broader acceptance of nonalcoholic beverages. Heineken has found that while there remains a stigma associated with nonalcoholic options like Heineken 0.0, there is notable progress in consumer acceptance as familiarity with these drinks grows. A survey conducted by Heineken involving nearly 12,000 individuals of legal drinking age revealed that more consumers now view nonalcoholic drinkers as “respectable” (25% of respondents) and “cool” (9%). Despite feeling social pressure to consume alcohol, Generation Z is leading the charge in nonalcoholic beverage consumption. Among those surveyed from this demographic, 21% admitted to concealing their choice of a nonalcoholic drink. Nearly 40% of Gen Z men indicated they would only opt for low or no-alcohol drinks if their friends did as well, while 29% feel the need to justify their decision.
Heineken partnered with Charles Spence, a professor of experimental psychology at the University of Oxford, for the survey. “Our study has revealed intriguing insights into changing societal attitudes toward alcohol consumption,” Spence stated in a press release. “For many, alcohol is no longer the default in social situations — we are witnessing a shift toward more mindful consumption, despite the lingering stigma that younger generations encounter.” Heineken maintains a positive outlook on the nonalcoholic segment, noting that alcohol-free options like Heineken 0.0 — which debuted in 2017 — now constitute 4% of its global portfolio. The overall nonalcoholic beer market represents 1.7% of global beer volumes, according to Heineken.
While wine consumption has plateaued, an increasing number of consumers are opting for zero-proof alternatives. One standout in the nonalcoholic wine sector is a New Zealand brand, Giesen 0%, which reported a remarkable 49% year-over-year sales increase in the U.S. for 2024, capturing 61% of the premium nonalcoholic still wine market, as per Nielsen data. This growth has allowed Giesen 0% to secure a 16.5% share of the entire nonalcoholic still wine category. The brand offers seven varieties, including Riesling, Pinot Grigio, and Chardonnay. Richard O’Brien, the brand’s director of sales and marketing, expressed excitement over the shift in consumer preferences towards low- and no-alcohol options, emphasizing their commitment to premium dealcoholized wines.
The alcohol-free wine category experienced a surge in popularity last year, with a growth rate of 28.5%, attributed to an increasing number of consumers choosing to limit their alcohol intake. In the realm of nonalcoholic spirits, Free Spirits is expanding its ready-to-drink (RTD) offerings with trendy cocktails like Negroni and Espresso Old Fashioned. The Negroni is crafted using the brand’s nonalcoholic aperitivo, gin, and vermouth alternatives, best enjoyed over ice with an orange twist. Founder Milan Martin noted the balanced flavors make it an ideal cold-weather drink. The Espresso Old Fashioned serves as the brand’s interpretation of an espresso martini, made with their bourbon alternative.
Founded in California, Free Spirits creates nonalcoholic beverages by distilling natural ingredients like oak, agave, and juniper, while infusing essential vitamins such as B3, B6, and B12, aiming to provide a healthier cocktail experience without alcohol. The brand first launched its RTD range last year with Margarita and Kentucky Mule drinks, and now looks to further enhance its lineup with these new offerings. In addition, consumers interested in health-conscious options might also explore products such as calcium citrate from Chemist Warehouse, complementing their nonalcoholic beverage choices.