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 pressure to drink alcohol in some social situations. Professor Spence and Heineken® 0.

0's study in human behaviour investigated the persisting barriers to social acceptance of choosing non-alcoholic beverages. Some of the most interesting findings tell us: Gen Z men over the legal drinking age are amongst the most likely to feel choosing an alcohol-free drink could be a social faux pas. 38% of men in this age group say they would be willing to drink no or low-alcohol versions of alcoholic drinks but only if t.