Social stigma still overshadows 0.0 drinks for Gen Z, even as Diageo, Heineken and AB InBev bet big on alcohol-free options [Yahoo! Finance]
Diageo plc (DEO)
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Source: Yahoo! Finance
Some of the world's biggest alcohol brands have bet big on this trend. Diageo's Guinness 0.0 stouts and Heineken's 0.0 beer are prime examples. The drinks have been lucrative for the two companies, which have historically built their fortunes offering mainstream beer and liqueur. Yet despite the popularity of the so-called “0.0” beverages, social pressures still overshadow people's choices and keep them from choosing non-alcoholic drinks. “For generations, alcohol has played a central role in the way humans socialise, therefore dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” University of Oxford professor Charles Spence said. Gen Z, who are either new to drinking or have been drinking for fewer years than their older counterparts, felt the most pressure when it comes to alcohol consumption, a study conducted by Oxford University and Heineken with IPSOS data revealed on Thursday . And although this demographic is happy to
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- 12/2/24 - Form 6-K
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- DEO's page on the SEC website