One-fifth of Gen Z embarrassed to consume non-alcoholic drinks

Young people are still held back by fear of “social judgement” from drinking low or non-alcoholic beer according to research by Heineken and the University of Oxford’s Professor Charles Spence. In response, Heineken, are kick-starting their new campaign this “Dry” January, naming it “0.0 reasons needed”.

Experimental psychologist Professor Charles Spence collaborated with Heineken to survey 11,842 adults across five developed non-alcohol beer markets. The study found that 21% of Gen Z said they have “concealed drinking low and no alcohol versions of alcoholic beverages because of social pressures”.

2024 saw the highest demand for non-alcoholic beer yet, with Heineken 0.0 sales increasing by 14% in the first half of 2024. Gen Z are the generation most likely to have drunk low or no-alcohol drinks, with 73% of Gen Z participants saying they had tried one. Baby boomers (aged 60-80 years old) were the second most likely, with 58% saying they had. The Financial Times have speculated the link between this growth and the 1% drop in global beer sales, as drinks data provider International Wine & Spirit Research (IWSR) noted in 2023. 

Social pressure is an important factor in low or non-alcohol drink consumption. 38% of Gen Z men said they would be willing to drink them but only if their friends did too. This was 35% for Gen Z women. Professor Spence commented that “it is evident that people still do sometimes face social judgments from others concerning their choice of non-alcoholic drink.”

According to research, more people are opting for low or no-alcohol beer for health reasons. Professor Spence remarked in Heineken’s press release that “alcohol is no longer the default in social situations” and that there is “more mindful consumption”. 

Cherwell’s recent Intoxtigation, surveying over 1000 students, found that the drinking culture is still strong at Oxford. It found that 51.8% of surveyed students reportedly drink the NHS recommended average 14 units in one night. A student told Cherwell: “I would consider drinking non-alcoholic drinks if I was just going to the pub casually or if I have an early morning the next day, but if I am going clubbing then that just wouldn’t do.”