Best of Budapest & Hungary

Efforts to promote responsible alcohol consumption are paying off: recent findings from international research by HEINEKEN and the University of Oxford show a radical change in the way consumers – especially young people – approach non-alcoholic beverages. The role of group norms and traditions is increasingly being replaced by an embrace of personal values, leading younger generations to make informed, balanced choices. The effect is already reflected in market figures, according to a report by HEINEKEN.

    The perception of non-alcoholic beverages has improved significantly over the past five years, with one in five consumers now making them their default or regular choice, according to research by HEINEKEN and the University of Oxford. The survey of nearly 12,000 adults in five countries around the world – Japan, the US, the UK, Spain and Brazil – found that the change is substantial and profound, particularly among young people. Four-fifths of those surveyed feel more accepting of non-alcoholic alternatives in their own communities, and 68% are consumers themselves. At social gatherings, 38% of respondents drink low or non-alcoholic beverages. Another sign of changing preferences is that while global beer consumption shrank slightly by 1% in 2023, according to the IWSR drinks data provider, sales of non-alcoholic versions are growing significantly year on year.

    "Our study provided fascinating insights into the evolution of societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations, and instead we are seeing a shift towards more conscious consumption. Yet, in cultures where alcohol consumption is still predominantly seen as the norm, its omission can be stigmatizing. This is particularly true for generations Z and Y. Alcohol has played a central role in people's socialization for generations, so the dominant assumptions and stereotypes surrounding our drinking habits are deeply ingrained in society," Charles Spence, Professor of Experimental Psychology at Oxford University, explained

    This is the message that HEINEKEN is taking forward with its campaign to promote responsible consumerism, which will be launched in February. The campaign films, which show a variety of life situations, argue that there is no need for a specific reason for choosing non-alcoholic alternatives: people can drink non-alcoholic beer not just because they drive or because they have a difficult day at work the next day, but simply because it fits in with their tastes and values.

    Efforts to promote responsible alcohol consumption are paying off: recent findings from international research by HEINEKEN and the University of Oxford show a radical change in the way consumers – especially young people – approach non-alcoholic beverages. The role of group norms and traditions is increasingly being replaced by an embrace of personal values, leading younger generations to make informed, balanced choices. The effect is already reflected in market figures, according to a report by HEINEKEN.

    The perception of non-alcoholic beverages has improved significantly over the past five years, with one in five consumers now making them their default or regular choice, according to research by HEINEKEN and the University of Oxford. The survey of nearly 12,000 adults in five countries around the world – Japan, the US, the UK, Spain and Brazil – found that the change is substantial and profound, particularly among young people. Four-fifths of those surveyed feel more accepting of non-alcoholic alternatives in their own communities, and 68% are consumers themselves. At social gatherings, 38% of respondents drink low or non-alcoholic beverages. Another sign of changing preferences is that while global beer consumption shrank slightly by 1% in 2023, according to the IWSR drinks data provider, sales of non-alcoholic versions are growing significantly year on year.

    "Our study provided fascinating insights into the evolution of societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations, and instead we are seeing a shift towards more conscious consumption. Yet, in cultures where alcohol consumption is still predominantly seen as the norm, its omission can be stigmatizing. This is particularly true for generations Z and Y. Alcohol has played a central role in people's socialization for generations, so the dominant assumptions and stereotypes surrounding our drinking habits are deeply ingrained in society," Charles Spence, Professor of Experimental Psychology at Oxford University, explained

    This is the message that HEINEKEN is taking forward with its campaign to promote responsible consumerism, which will be launched in February. The campaign films, which show a variety of life situations, argue that there is no need for a specific reason for choosing non-alcoholic alternatives: people can drink non-alcoholic beer not just because they drive or because they have a difficult day at work the next day, but simply because it fits in with their tastes and values.

    Generation Z Thinks Differently about Non-Alcoholic Drinks

    Efforts to promote responsible alcohol consumption are paying off: recent findings from international research by HEINEKEN and the University of Oxford show a radical change in the way consumers – especially young people – approach non-alcoholic beverages. The role of group norms and traditions is increasingly being replaced by an embrace of personal values, leading younger generations to make informed, balanced choices. The effect is already reflected in market figures, according to a report by HEINEKEN.

    The perception of non-alcoholic beverages has improved significantly over the past five years, with one in five consumers now making them their default or regular choice, according to research by HEINEKEN and the University of Oxford. The survey of nearly 12,000 adults in five countries around the world – Japan, the US, the UK, Spain and Brazil – found that the change is substantial and profound, particularly among young people. Four-fifths of those surveyed feel more accepting of non-alcoholic alternatives in their own communities, and 68% are consumers themselves. At social gatherings, 38% of respondents drink low or non-alcoholic beverages. Another sign of changing preferences is that while global beer consumption shrank slightly by 1% in 2023, according to the IWSR drinks data provider, sales of non-alcoholic versions are growing significantly year on year.

    "Our study provided fascinating insights into the evolution of societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations, and instead we are seeing a shift towards more conscious consumption. Yet, in cultures where alcohol consumption is still predominantly seen as the norm, its omission can be stigmatizing. This is particularly true for generations Z and Y. Alcohol has played a central role in people's socialization for generations, so the dominant assumptions and stereotypes surrounding our drinking habits are deeply ingrained in society," Charles Spence, Professor of Experimental Psychology at Oxford University, explained

    This is the message that HEINEKEN is taking forward with its campaign to promote responsible consumerism, which will be launched in February. The campaign films, which show a variety of life situations, argue that there is no need for a specific reason for choosing non-alcoholic alternatives: people can drink non-alcoholic beer not just because they drive or because they have a difficult day at work the next day, but simply because it fits in with their tastes and values.

    Efforts to promote responsible alcohol consumption are paying off: recent findings from international research by HEINEKEN and the University of Oxford show a radical change in the way consumers – especially young people – approach non-alcoholic beverages. The role of group norms and traditions is increasingly being replaced by an embrace of personal values, leading younger generations to make informed, balanced choices. The effect is already reflected in market figures, according to a report by HEINEKEN.

    The perception of non-alcoholic beverages has improved significantly over the past five years, with one in five consumers now making them their default or regular choice, according to research by HEINEKEN and the University of Oxford. The survey of nearly 12,000 adults in five countries around the world – Japan, the US, the UK, Spain and Brazil – found that the change is substantial and profound, particularly among young people. Four-fifths of those surveyed feel more accepting of non-alcoholic alternatives in their own communities, and 68% are consumers themselves. At social gatherings, 38% of respondents drink low or non-alcoholic beverages. Another sign of changing preferences is that while global beer consumption shrank slightly by 1% in 2023, according to the IWSR drinks data provider, sales of non-alcoholic versions are growing significantly year on year.

    "Our study provided fascinating insights into the evolution of societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations, and instead we are seeing a shift towards more conscious consumption. Yet, in cultures where alcohol consumption is still predominantly seen as the norm, its omission can be stigmatizing. This is particularly true for generations Z and Y. Alcohol has played a central role in people's socialization for generations, so the dominant assumptions and stereotypes surrounding our drinking habits are deeply ingrained in society," Charles Spence, Professor of Experimental Psychology at Oxford University, explained

    This is the message that HEINEKEN is taking forward with its campaign to promote responsible consumerism, which will be launched in February. The campaign films, which show a variety of life situations, argue that there is no need for a specific reason for choosing non-alcoholic alternatives: people can drink non-alcoholic beer not just because they drive or because they have a difficult day at work the next day, but simply because it fits in with their tastes and values.