Biggest Office Party Night of the Year Set for Unprecedented Surge in 0.0 Drinking

Rhea-AI Summary

HEINY (Heineken ADR) published a global study showing a clear shift toward low‑ and no‑alcohol choices for the 2025 festive season.

Key findings: 72% feel confident to skip alcohol, 81% say it’s acceptable to refuse alcohol without explaining, 67% call asking why someone isn’t drinking outdated, and 66% find it easy to turn down drinks. The survey of 10,001 adults across the UK, USA, Spain, Japan and Brazil was collected 03.10.2025–09.10.2025.

Behavioural trends: 37% will moderate intake, 27% plan to abstain, and 20% plan to drink 0.0; Gen Z reports higher moderation and playful refusals. Heineken positions 0.0 as an accepted option amid broader moderation messaging.

News Market Reaction – HEINY

-0.22%

1 alert

-0.22% News Effect

On the day this news was published, HEINY declined 0.22%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Confident to skip alcohol: 72% Question seen as outdated: 67% Saying no acceptable: 81% +5 more

8 metrics

Confident to skip alcohol 72% Share of people confident to skip alcohol without judgment in 2025 study

Question seen as outdated 67% Respondents saying it’s outdated to ask why someone isn't drinking

Saying no acceptable 81% Agree it’s acceptable to say “no” to alcohol at festive events

Easy to turn down drink 66% Find it very easy to turn down a drink at festive events

Plan to moderate intake 37% Plan to moderate alcohol intake this festive season

Plan to abstain 27% Plan to abstain from alcohol altogether this festive season

Choose 0.0 beer 1 in 5 Respondents who will raise a 0.0 beer instead

Survey sample size 10,001 adults Adults aged 18+ across UK, USA, Spain, Japan and Brazil

Market Reality Check

Price: $41.68 Vol: Volume 889,571 vs 20-day ...

high vol

$41.68 Last Close

Volume Volume 889,571 vs 20-day average 175,575; relative volume at 5.07x highlights elevated trading ahead of this release. high

Technical Price at $40.42, trading below 200-day MA of $41.75, indicating a pre-news position under longer-term trend.

Peers on Argus

HEINY gained 1.81% with strong volume; key peers showed mixed moves, with HKHHY ...

HEINY gained 1.81% with strong volume; key peers showed mixed moves, with HKHHY up 1.47%, PRNDY up 0.68%, DANOY up 0.51%, DGEAF up 0.49%, while PDRDF declined 3.52%, suggesting a more stock-specific tilt to HEINY’s action.

Historical Context

5 past events · Latest: Dec 09 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 09	Brand collaboration	Positive	-1.2%	Launch of Heineken 0.0 and LÕK padel collection with built-in opener.
Dec 08	Share buyback update	Positive	-1.4%	Progress report on €1.5 billion share repurchase and recent buyback volumes.
Dec 05	Leadership change	Positive	-1.1%	Appointment of new Regional President Americas effective March 2026.
Dec 04	Consumer trend study	Positive	-0.2%	Global survey shows shifting attitudes toward low/no-alcohol choices.
Dec 03	Consumer trend study	Positive	+0.9%	Study highlighting acceptance of refusing alcohol and low/no options.

Pattern Detected

Recent HEINEKEN headlines, including buybacks and strategic brand initiatives, often saw negative or muted next-day moves, with only one of the last five news events aligning positively with price reaction.

Recent Company History

Over the last week, HEINEKEN news has focused on brand building, leadership changes and capital returns. A Dec 3 global moderation study and this Dec 4 0.0 drinking report both highlight rising acceptance of low/no-alcohol choices, reinforcing the Heineken 0.0 positioning. Alongside this, a €1.5 billion buyback update and the appointment of a new Regional President Americas on Dec 5 show active capital allocation and management changes, even as several of these updates were followed by modest negative price reactions.

Market Pulse Summary

This announcement highlights a detailed global study showing shifting attitudes toward alcohol, with...

Analysis

This announcement highlights a detailed global study showing shifting attitudes toward alcohol, with 72% comfortable skipping drinks and 81% saying refusal needs no explanation. The findings support HEINEKEN’s focus on 0.0 products and moderation messaging. Recent news flow also included a large share buyback update and a new Regional President Americas, indicating concurrent brand, capital, and leadership initiatives. Investors may watch how these moderation trends translate into 0.0 category performance and broader portfolio mix.

Key Terms

non-alcoholic, american depositary receipt, adr, otcqx, +3 more

7 terms

non-alcoholic medical

"Heineken® 0.0, the World’s number 1† non-alcoholic beer"

Non-alcoholic describes products that contain little to no alcohol, typically less than 0.5% alcohol by volume, making them suitable for those who wish to avoid intoxication or alcohol consumption. For investors, these products are often seen as appealing to a broad audience and can represent growth opportunities in health-conscious or lifestyle-focused markets, much like how caffeine-free beverages attract consumers seeking alternatives.

american depositary receipt financial

"two sponsored level 1 American Depositary Receipt (ADR) programmes"

An American depositary receipt (ADR) is a certificate that represents shares of a foreign company traded on U.S. stock exchanges. It allows investors to buy and sell parts of a foreign company's stock easily, much like purchasing shares of a company based in their own country. ADRs make international investing more convenient and accessible for U.S. investors.

adr financial

"two sponsored level 1 American Depositary Receipt (ADR) programmes"

An American Depositary Receipt (ADR) is a financial certificate that lets investors buy shares of a foreign company through U.S. stock markets, similar to buying a local wrapper that represents the underlying foreign shares. ADRs matter because they make investing in overseas companies easier and more liquid by trading in U.S. dollars and under U.S. market rules, while still carrying currency, regulatory, and country-specific risks that can affect share value.

otcqx financial

"Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY)"

OTCQX is the highest tier of the over‑the‑counter (OTC) marketplaces where shares of companies that aren’t listed on major stock exchanges trade. Think of it as a “premium shelf” for OTC stocks: companies must meet stricter financial and disclosure standards, which can mean clearer information, potentially better investor confidence and somewhat easier trading than lower OTC tiers. Investors watch OTCQX listings as a signal of relative transparency and credibility among OTC-traded firms.

market research society technical

"Censuswide abides by and employs members of the Market Research Society"

A market research society is a professional organization that brings together experts who study and analyze how people make choices about products, services, and brands. It helps ensure that research is done accurately and ethically, providing reliable insights for businesses and investors. Understanding these insights can help investors make better decisions by giving a clearer picture of market trends and consumer behavior.

esomar technical

"follows the MRS code of conduct and ESOMAR principles"

ESOMAR is a global industry association that sets standards and promotes ethics and best practices for market, opinion and social research and data analytics. For investors, ESOMAR acts like a referee and playbook—its guidelines help make surveys, polls and consumer data more reliable and transparent, reducing the risk that business decisions are based on flawed research and helping investors judge the credibility of market insights.

british polling council technical

"Censuswide is also a member of the British Polling Council"

A trade association of professional opinion pollsters that sets transparency standards and publishes details about how public surveys are conducted. Investors watch its work because polls of voters, consumers or businesses can move markets by signalling changes in consumer sentiment, political risk or regulatory outlook — think of it like a referee ensuring poll results are reported clearly so market participants can judge how much weight to give them.

AI-generated analysis. Not financial advice.

AMSTERDAM, Dec. 04, 2025 (GLOBE NEWSWIRE) -- On one of the most popular dates for work festive parties, a new global study* from Heineken^® 0.0, the World’s number 1† non-alcoholic beer, reveals that 2025 marks the first festive season where saying “no thanks” needs no excuse, with almost three-quarters (72%) of people confident to skip alcohol without fear of being judged or excluded.

Attitudes towards drinking alcohol are changing fast. The study, carried out in five countries* in partnership with renowned author of Sober Curious, Ruby Warrington, reveals over two-thirds (67%) of people now say it’s outdated and inappropriate to ask why someone isn't drinking alcohol in 2025. Also, 81% agree it’s acceptable to say “no” to alcohol at festive events – no explanation required.

A Global Surge in Confidence

Back in January, Heineken^®’s ‘0.0 Reasons Needed’ study showed Gen Z were leading a quietly confident movement, but some social stigma around not drinking alcohol still existed. Fast forward less than a year, and that confidence is taking hold in cultures from all over the World, with two-thirds of us (66%) finding it very easy to turn down a drink at festive events, such as work parties.

Heineken^®’s partner in its original January study, Charles Spence, Professor of Experimental Psychology at the University of Oxford, said, “These two studies show how quickly attitudes shift. Alcohol has been central to social life for generations, but the data now prove moderation is for everyone.”

How people plan to celebrate this season also tells the story. 37% will moderate their intake, 27% plan to abstain altogether, and 1 in 5 will raise a 0.0 beer instead. Gen Z are leading the charge for balance with 30% planning to ‘zebra stripe’ their drinks, alternating between alcoholic and non-alcoholic all night.

Social Pressure? Off the Menu

The big reason behind the global shift? Fear of missing out has finally gone out of fashion. Nearly 9 in 10 (86%) say they are comfortable drinking low or no-alcohol options at festive events, and 76% say they don’t need alcohol to feel included. In fact, 90% say they’d support a friend choosing to drink low or no-alcohol versions this festive season – proof that social pressure has given way to social acceptance.

While the UK and US may be leading the charge, this shift is global. In Brazil, two-thirds (67%) say they’re comfortable choosing 0.0 in social settings. In Japan, once among the most alcohol-centric cultures, over four in ten (44%) now feel comfortable going alcohol-free at parties.

Ruby Warrington, author and moderation expert, said: “The question “why aren’t you drinking?” belongs firmly in the past. People everywhere now feel free to choose if and when they drink alcohol without fearing social pressure or awkwardness. When I coined the term ‘sober curious’ nearly ten years ago, the goal was to normalise the choice not to drink – and we’re finally here.” 

From Excuses to Humour

For years, turning down alcohol amid the festivities felt like it needed justification – so much so that nearly half (46%) of us typically associate the holiday period with drinking alcohol.

Now, the excuses are turning from defensive to downright hilarious – reflecting the irrelevance of the question. Gen Z are laughing off the questions with wild one-liners like “I’m on a secret government mission” and “I promised my cat we’d do yoga together”, turning pressure into playfulness.

Nabil Nasser, Global Head of Heineken^® Brand, said: “As a champion of social life, Heineken^® is always trying to better understand the ‘social glue’ that creates those shared moments we treasure. The research confirms what we always knew: Reaching for a Heineken^® 0.0 doesn’t represent omission, it represents option.”

Heineken^® continues to champion moderation through its 0.0 campaigns, including When You Drive, Never Drink and its global sponsorship of Formula 1^®. Because great nights out don’t need reasons, just good company.

* The research was conducted by Censuswide, among a sample of 10,001 adults aged 18+ in the UK, USA, Spain, Japan and Brazil. The data was collected between 03.10.2025 - 09.10.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

† according to IWSR volume and value data for non-alcoholic beer brand lines in 2024

About HEINEKEN: HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken^® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business.

HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).

Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com

For more information, please contact: HNKNBrand@edelman.com

Photos accompanying this announcement are available at: 
https://www.globenewswire.com/NewsRoom/AttachmentNg/5ecbe132-4fec-480e-873f-a5ad51a21479
https://www.globenewswire.com/NewsRoom/AttachmentNg/3d93b684-da76-40bf-8438-fad10ceba94a

A video accompanying this announcement is available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/49e0d62b-4d10-4997-a558-bf6c03f7733d

FAQ

What are the headline results of Heineken's 0.0 study released December 4, 2025 (HEINY)?

The study found 72% confident to skip alcohol, 81% OK to refuse without explaining, and 67% saying asking why someone isn't drinking is outdated.

How large was the sample and when was the HEINY survey conducted?

The study surveyed 10,001 adults in the UK, USA, Spain, Japan and Brazil between 03.10.2025 and 09.10.2025.

How many people plan to drink Heineken 0.0 or abstain this festive season according to the HEINY study?

27% plan to abstain, 37% will moderate, and about 20% plan to raise a 0.0 beer.

Which age group leads moderation and alternate drinking ('zebra stripe') in Heineken's 0.0 study?

Gen Z lead moderation trends, with 30% saying they will alternate alcoholic and non‑alcoholic drinks all night.

In which countries did Heineken find the biggest comfort with 0.0 drinking?

The study reports strong comfort in the UK and USA and notes 67% comfort in Brazil and 44% comfort in Japan choosing alcohol‑free options.