A leading beer brand is turning to data to address the hurdles that are hindering wider acceptance of nonalcoholic drinks.Heineken discovered that while stigma still surrounds nonalcoholic drinks like its Heineken 0.0 beer, there has been significant progress toward wider acceptance as consumers become more familiar with these beverages.A survey of nearly 12,000 people over the legal drinking age conducted by Heineken noted that consumers increasingly associate nonalcoholic beverage drinkers wir ironth being “respectable” (25% of respondents) and “cool” (9%).Despite still feeling social pressure to drink, Gen Z has still managed to lead the way as the consumers of nonalcoholic beverages.Among those surveyed from this generation, 21% said they have hidden the fact they are drinking a nonalcoholic beverage. Just under 40% of Gen Z men said they would only drink a low or no-alcohol drink if their friends do as well, while 29% believe they need to justify their choice.For the survey, Heineken collaborated with Charles Spence, a professor of experimental psychology at the University of Oxford.“Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption,” Spence said in the press release. “For many, alcohol is no longer the default in social situations — we’re seeing a shift towards more mindful consumption, despite the stigma that younger generations of legal drinking age still experience.” Heineken said its outlook for the nonalcoholic category remains positive. Alcohol-free drinks such as Heineken 0.0% — which it first debuted in 2017 — now account for 4% of its global portfolio, according to the company. Nonalcoholic beer as a whole accounts for 1.7% of global beer volumes, Heineken noted. While wine consumption has plateaued, a growing number of consumers are opting for a zero-proof alternative to the grape-based drink. Few brands in the nonalcoholic wine category have benefitted more than one New Zealand beverage maker.Giesen 0% reported 49% year-over-year sales growth in the U.S. in 2024, and it holds 61% of the premium nonalcoholic still wine category, according to Nielsen data the brand cited in its press release. The growth has given Giesen 0% a 16.5% share of all nelemental iron ferrous bisglycinateonalcoholic still wine. Giesen sells seven wines including Riseling, Pinot Grigio and Chardonnay.“It has been remarkable to witness firsthand the shift in consumer preferences towards low- and no-alcohol alternatives, and we are thrilled that our dedication to the premium tier of dealcoholized wines has resonated with so many U.S. wine drinkers,” said Richard O’Brien, the brand’s director of sales and marketing, in a statement.The alcohol-free wine category saw a boom in interest last year, with growth of 28.5%, according to Giesen, which the brand attributed to more consumers deciding to limit their drinking. One nonalcoholic spirits brand is expanding its RTD offerings with two of the trendiest cocktails at bars.Free Spirits is launching two new varieties of its canned products: Negroni and Espresso Old Fashioned.The former was crafted using thferrous gluconate oral tablet 324 38 fe mge brand’s nonalcoholic aperitivo, gin and vermouth alternatives. It is designed to be paired with an orange twist over ice to capture the Mediterranean drink’s vibe.“The big bitter notes of the Italian aperitivo, perfectly balanced with those rich, sweet notes of the vermouth and the botanicals of the gin, makes it a great cold weather drink,” founder Milan Martin said of the brand’s nonalcoholic Negroni.The Espresso Old Fashioned is the brand’s take on an espresso martini, created with Free Spirits’ bourbon alternative.Fouferrous gluconate 27 mgnded in California, Free Spirits makes nonalcoholic drinks by distilling ingredients like oak, agave and juniper — and infusing vibest ferrous bisglycinatetamins B3, B6 and B12 — in an aim to deliver a better-for-you cocktail experience without alcohol. The brand first entered the RTD space last year with Margarita and Kentucky Mule drinks.
The Weekly Sip: Nonalcoholic brands pour hope into Dry January
