Going Dry? Doesn't Matter Why. Heineken® 0.0's New Campaign Says Alcohol-Free Should Be Reason-Free
HEINEKEN N V S/ADR (HEINY)
NASDAQ:AMEX Investor Relations:
theheinekencompany.com/investors
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Source: GlobeNewswire
AMSTERDAM, Jan. 02, 2025 (GLOBE NEWSWIRE) -- People's drinking habits are changing, so do we still need abstinence months like 'Dry January' and 'Sober October' in the diary to choose non-alcoholic options? New research from Heineken® and University of Oxford Professor Charles Spence shows that despite the acceptability of low and non-alcoholic drinks being at a high, choosing one can still raise eyebrows. The study - which surveyed 11,842 adults across five developed non-alcohol beer markets UK, USA, Spain, Japan (over the legal drinking age up to 75 years old), and Brazil (18 – 65 years old) found that Gen-Z (18 to 26 years old) are the group facing social pressures around alcohol consumption the most. The survey found 21% of Gen Z in these five markets have been called-out about their choice of a non-alcoholic drink and say they have concealed drinking low or non-alcoholic drinks because of social pressures. The report also found that more than one-third have felt pressu
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