Cheers to Choice: Holiday Celebrations Packed with Variety

As the holiday season kicks off, invites to parties, drinks and gatherings are flooding in. While holiday cheer never goes out of style, the ways we celebrate are evolving, with low and non-alcoholic options gaining popularity both in what is offered and what is ordered.

New Heineken^® research¹ has found that 23% of people who drink low or no alcoholic beverages more than twice a year are more likely to choose a 0.0 option if there is a good selection available at a bar or event. 

Empower everyone to raise a glass their way

Research shows that over 20% of hosts have decided to make their holiday parties alcohol free this year, and Gen-Z is the driver of this change. For Gen-Z, choosing non-alcoholic alternatives allows them to participate in social events without feeling pressured or excluded. As a result, alcohol-free products, which they are more inclined to choose over alcoholic beers, often become their first interaction with the beverage alcohol industry. A shift toward prioritizing fitness and well-being, adapting social habits, and increased self-awareness has driven the idea that fun and socializing don’t require alcohol. This highlights the responsibility of the host to create an environment where guests feel empowered to make their own choices.  

Our data shows that the demand for non-alcoholic beer options overall is growing at an unprecedented pace. Alcohol-free enjoyment is no longer limited to Dry January and Sober October; it has become a year-round trend. In the US, HEINEKEN is capitalizing on this shift by featuring Heineken 0.0® at major events such as the Super Bowl, the US Open, and the New York City Marathon. 

Since 2017, HEINEKEN has been investing and innovating in the low and no alcohol space to fuel the increasing demand for alcohol free alternatives, now offering a diverse portfolio encompassing more than 245 products. Growth is particularly strong in regions such as the US, Europe, and Brazil, where Heineken® 0.0 and Sol 0.0 are gaining popularity. 

Globally, non-alcoholic beer has doubled in size in 20 years and now accounts for 1.6% of total beer sales. Since 2018, it has been growing at an average rate of about 6% annually, and this growth trajectory will only continue. For HEINEKEN in Europe already, over 60% of locations now include alcohol-free options. 

This winter, whether you’re hosting festive dinners, cozy get-togethers, or big parties, let your beverage selection reflect the freedom of choice, ensuring there’s something for every guest to enjoy. After all, it’s the sense of true togetherness  that makes any celebration special. Cheers to choice!

_{¹ Research done globally in August 2024 about No/Low alcohol consumption on adults aged 18-75 who drink low or no alcohol beer once /twice a year or more}