Are you dry? It would not matter why. New Heineken ® 0.0 marketing campaign says alcohol-free ought to be no purpose By Investing.com

AMSTERDAM, Jan. 02, 2025 (GLOBE NEWSWIRE) — Folks’s ingesting habits are altering, so will we nonetheless want abstinence months like “Dry January” and “Sober October” within the calendar to decide on non-alcoholic choices? New seek for Heineken (AS:) ® and Professor Charles Spence of the College of Oxford present that though the acceptability of low and non-alcoholic drinks is excessive, selecting one can nonetheless elevate eyebrows.

The research, which surveyed 11,842 adults throughout 5 developed non-alcoholic beer markets, UK, US, Spain, Japan (above the authorized ingesting age of 75 years) and in Brazil (18 to 65 years), revealed that Technology Z (18 to 26 years) represent the group most confronted with social pressures round alcohol consumption.

The survey reveals that 21% of Technology Z in these 5 markets have been questioned about their alternative of sentimental drink and say they’ve hidden their consumption of low or non-alcoholic drinks as a result of social pressures. The report additionally discovered that greater than a 3rd felt strain to drink alcohol in sure social conditions.

Professor Spence and Heineken ® 0.0’s research of human habits examined persistent boundaries to social acceptance of sentimental drink alternative. A few of the most attention-grabbing discoveries inform us:

• Gen Z males over the authorized ingesting age are among the many probably to assume selecting a non-alcoholic drink may very well be a social fake pas.
• 38% of males on this age group say they’d be keen to drink no- or low-alcohol variations of alcoholic drinks, however provided that their pals do too.
• If and when Gen Z males select to drink some model of alcoholic or non-alcoholic drinks, they really feel the necessity to clarify and justify their beverage alternative and even really feel like an outsider for doing so (29%) .
• In the case of moderation, there is a hole between what individuals say and what they do: 51% of individuals have ended up ingesting alcohol after they stated they would not, usually in as a result of social strain.

Heineken ®’s newest marketing campaign ‘0.0 Causes Wanted’ was designed to fight the stigma surrounding the social acceptance of selecting mushy drinks, by supporting individuals’s proper to not have a purpose. That is a part of Heineken ®’s ongoing technique to develop the class and refresh shoppers’ perspective on mushy drinks.

Charles Spence, professor of experimental psychology on the College of Oxford, clarify: Our research revealed fascinating insights into altering societal attitudes in the direction of alcohol consumption. For a lot of, alcohol is not the norm in social conditions “we’re seeing a shift in the direction of extra aware consumption. But, in cultures the place alcohol consumption continues to be largely thought of the norm, opting out might be stigmatized. That is very true for Technology Z and millennials. For generations, alcohol has performed a central function in the best way people socialize. Because of this the dominant assumptions and stereotypes surrounding our ingesting habits stay deeply ingrained in society.

Not everybody is anxious about their ingesting decisions being judged, the outcomes present that we’re within the early phases of acceptance turning into the brand new norm:

• Half of members say that in comparison with 5 years in the past, it’s extra acceptable to drink low- or no-alcohol variations of alcoholic drinks.
• The research discovered {that a} fifth of drinkers now report moderating their consumption of alcoholic and non-alcoholic drinks throughout night social gatherings with pals or household.
• Contributors view non-alcoholic drinkers as cool (9%) and respectable (25%) quite than uncool (4%) or boring (6%).
• Curiously, amongst those that drink low- or no-alcohol variations of alcoholic drinks, greater than a 3rd (35%) of individuals select this drink on a night date.

Increasingly individuals really feel safe of their balanced life-style “no matter what others may consider them” and many individuals admire those that are sober or select to drink sparsely. These first indicators in main non-alcoholic beer markets point out the daybreak of a brand new post-“sober and curious” period.

Heineken ®’s ‘0.0 Causes Wanted’ marketing campaign was designed to ship a transparent message: if somebody chooses dry, it would not matter why. Whereas social pressures round moderation nonetheless exist, Heineken ® hopes to interrupt the stigma related to selecting to not drink alcohol, by championing individuals’s proper to make decisions with out judgment. The TVC sequence pokes enjoyable at a number of the stereotypes related to selecting to not drink alcohol, akin to assuming somebody have to be the designated driver or that they’re wholesome. Via the brand new ‘0.0 Causes Wanted’ marketing campaign, the model goals to encourage those that merely wish to get pleasure from a Heineken ® 0.0 for its nice style, making certain that everybody is ready to train moderation ‘if they need’ .

Nabil Nasser, world model supervisor for Heineken ®, stated: The launch of Heineken ® 0.0 in 2017 revolutionized the alcohol-free house. A premium, high-quality model providing a 0.0 has helped make moderation cool. It’s thrilling to see this new analysis reveal a rising social acceptance of sentimental drinks; not solely accepted, but additionally one thing that folks take into account a cool and assured alternative. That stated, you may see that there’s nonetheless work to be completed with the analysis having little emphasis and no judgment on alcohol but, so we have to be dynamic and ingenious in how we method these stereotypes. We’re pleased with our scrumptious Heineken ® 0.0 and its function in breaking down stigmas on this house, so individuals can get pleasure from it with out being judged. Possibly somebody is the designated driver, or perhaps they only desire a refreshing Heineken ® 0.0. “Our newest marketing campaign exhibits the underside line is that you do not want a particular purpose to surrender alcohol.

The newest Heineken ® TV commercials, directed by Hanna Maria Hendrich and filmed in Barcelona, ​​will likely be broadcast worldwide in January 2025.

HEINEKEN is dedicated to selling moderation by way of campaigns for Heineken ® 0.0, with earlier activations together with When You Drive By no means Drink and its world sponsorship of Formulation 1 ®.

Editorial info

Please discover the linked white paper and infographic right here

Please discover excessive decision marketing campaign photos right here

Please discover YouTube TVC hyperlinks beneath

• On a eating regimen?
• Conduct?
• Do you’re employed late?

For extra info, please contact: HNKNBrand@edelman.com

Professor Charles Spence, Anthropological research on adjustments within the consumption of low or no alcohol merchandise and their results on society. The white paper and abstract of the research can be found upon request.

Technical observe

The analysis was carried out by Ipsos (EPA:) United Kingdom on behalf of Edelman and Heineken. Ipsos UK surveyed a consultant pattern of 11,842 adults utilizing its on-line omnibus, together with an extra pattern of 1,483 Gen Zers. Area work was carried out in 5 markets: UK, US , Spain, Japan and Brazil.

The ensuing pattern is consultant of the inhabitants aged 18-75 in all markets besides Brazil, the place members have been aged 18-65. Quotas have been set based mostly on age, gender, area {and professional} standing.

Knowledge have been weighted in response to recognized proportions of the offline inhabitants for nested cells of gender by age, employment standing, in addition to area and training (UK, US, UK). Spain, Brazil), social standing (UK solely) and revenue (US solely). ) to replicate the grownup inhabitants of this viewers in every market.

Though there are some variations between markets, the figures cited listed here are based mostly on a world common, with every nation given equal weight.

The sphere work was carried out between August 16 and August 30, 2024.

Primary sizes beneath:

About HEINEKEN:
HEINEKEN is probably the most worldwide brewer on the earth. It’s the main developer and marketer of premium beer and cider manufacturers. Led by the Heineken ® model, the Group has a portfolio of greater than 300 worldwide, regional, native and specialty beers and ciders. We’re dedicated to innovation, long-term model funding, disciplined gross sales execution and targeted value administration. Via Brewing a Higher World, sustainability is ingrained within the enterprise.

HEINEKEN has a well-balanced geographic presence with main positions in each developed and growing markets. We make use of greater than 85,000 individuals and function breweries, malt homes, cider mills and different manufacturing services in additional than 70 nations. Heineken NV and Heineken Holding NV shares commerce at Euronext (EPA:) in Amsterdam. Costs of the widespread shares can be found on Bloomberg below the symbols HEIA NA and HEIO NA and on Reuters below HEIN.AS and HEIO.AS. HEINEKEN has two sponsored Degree 1 American Depositary Receipt (ADR) applications: Heineken NV (OTCQX: HEINY (OTC:)) and Heineken Holding NV (OTCQX: HKHHY).

The newest info is obtainable on the HEINEKEN web site: www.theHEINEKENcompany.com and observe us on Twitter by way of @HEINEKENCorp.

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Supply: Heineken