No Excuses Needed: the 2025 Festive Season Marks the First Where Saying ‘No Thanks’ to Alcohol Won’t be Met With Judgement

Rhea-AI Summary

HEINEKEN (OTCQX: HEINY) reports a global study showing 2025 as the first festive season where refusing alcohol is widely accepted. The survey of 10,001 adults across the UK, USA, Spain, Japan and Brazil (collected 03.10.2025–09.10.2025) found 72% feel confident skipping alcohol without judgment, 81% say saying “no” needs no explanation, and 66%–86% feel comfortable choosing low/no‑alcohol at events. Consumption plans: 37% will moderate, 27% will abstain, and 20%+ will choose 0.0 beer; Gen Z notably plans to alternate alcoholic and non‑alcoholic drinks. Heineken positions 0.0 as an inclusive option and ties the findings to its moderation campaigns and Formula 1 sponsorship.

News Market Reaction

+0.39%

1 alert

+0.39% News Effect

On the day this news was published, HKHHY gained 0.39%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Survey sample size: 10,001 adults Confident to skip alcohol: 72% Saying no acceptable: 81% +5 more

8 metrics

Survey sample size 10,001 adults Global study across UK, USA, Spain, Japan and Brazil

Confident to skip alcohol 72% Share comfortable skipping alcohol without fear of judgment

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 refuse a drink at festive events

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

Plan to abstain 27% Respondents planning to avoid alcohol altogether

Gen Z zebra striping 30% Gen Z planning to alternate alcoholic and non‑alcoholic drinks

Employees 85,000 HEINEKEN global workforce

Market Reality Check

Price: $39.27 Vol: Volume 889,571 is 5.07x t...

high vol

$39.27 Last Close

Volume Volume 889,571 is 5.07x the 20-day average of 175,575, indicating elevated interest ahead of the festive season. high

Technical Shares at 40.42 trade below the 200-day MA of 41.75 and remain 13.3% under the 52-week high of 46.62.

Peers on Argus

HEINY gained 1.81% with strong volume, while key peers like HKHHY (+1.47%), PRND...

HEINY gained 1.81% with strong volume, while key peers like HKHHY (+1.47%), PRNDY (+0.68%), DANOY (+0.51%) and DGEAF (+0.49%) also rose, but PDRDF fell 3.52%. Mixed peer action and no momentum scanner signals point to a more stock-specific reaction to the 0.0 moderation narrative.

Historical Context

5 past events · Latest: Dec 09 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 09	Brand collaboration launch	Positive	-1.2%	Heineken 0.0 and LÕK launched a padel collection with branded gear.
Dec 08	Share buyback update	Positive	-1.4%	Company reported progress on its €1.5 billion share repurchase programme.
Dec 05	Executive appointment	Positive	-1.1%	Named a new Regional President Americas with extensive CPG experience.
Dec 04	Festive 0.0 study	Positive	-0.2%	Released survey showing growing preference for low and no‑alcohol at events.
Dec 03	Global moderation study	Positive	+0.9%	Reported global research highlighting social acceptance of choosing 0.0 beer.

Pattern Detected

Recent positive brand, strategy and buyback headlines have often seen negative next-day moves, with only one of the last five news events showing a clearly aligned positive price reaction.

Recent Company History

Over the last week, HEINY issued a series of brand and corporate updates. A global 0.0 moderation study on Dec 3 linked rising acceptance of low/no-alcohol to its campaigns and saw a 0.92% gain. Follow-on festive-season and office-party 0.0 studies on Dec 4 and this article reinforced the same trend. Corporate actions included a new Regional President Americas announced on Dec 5 and progress on a €1.5 billion buyback on Dec 8. A padel collaboration launch on Dec 9 capped the period, yet most of these positive headlines coincided with modest price declines.

Market Pulse Summary

This announcement reinforces HEINEKEN’s strategic emphasis on moderation and non-alcoholic options, ...

Analysis

This announcement reinforces HEINEKEN’s strategic emphasis on moderation and non-alcoholic options, with 72% of surveyed adults confident skipping alcohol and 81% viewing a simple “no” as acceptable. It extends prior 0.0-themed studies by framing social pressure as obsolete, particularly among Gen Z. Set against recent corporate actions such as share buybacks and leadership changes, the study underlines HEINEKEN’s push to position 0.0 as an inclusive mainstream choice. Future updates on 0.0 volumes and festive-season performance will be key metrics to watch.

Key Terms

non-alcoholic beer, american depositary receipt, adr, otcqx, +1 more

5 terms

non-alcoholic beer technical

"Heineken® 0.0, the World’s number 1† non-alcoholic beer, reveals that 2025"

Non-alcoholic beer is a beverage that looks and tastes like regular beer but contains very little or no alcohol, typically less than 0.5% alcohol by volume. For investors, it represents a product in the growing market for healthier and alternative drink options, reflecting changing consumer preferences and potential opportunities for companies in the beverage industry.

american depositary receipt financial

"HEINEKEN has 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: Heineken N.V."

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.

esomar regulatory

"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.

AI-generated analysis. Not financial advice.

Heineken 0.0 Zero Judgement

A Media Snippet accompanying this announcement is available by clicking on this link.

AMSTERDAM, Dec. 03, 2025 (GLOBE NEWSWIRE) -- The World has finally called time on ‘drinking pressure’ as society moves to a place where the uncomfortable question of ‘’why aren’t you drinking?’’ is officially more awkward to ask than answer.

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

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/b75c2e1e-7267-4110-93d9-7251de071142

FAQ

What did HEINY's 03.10.2025–09.10.2025 global survey find about alcohol refusal at festive events?

The survey of 10,001 adults across five countries found 72% confident to skip alcohol without judgment and 81% say saying “no” needs no explanation.

How many people plan to moderate or abstain from alcohol this festive season according to HEINY?

37% plan to moderate intake and 27% plan to abstain altogether this festive season.

What percentage of people say they feel comfortable choosing low or no‑alcohol at events in HEINY's study?

86% say they are comfortable drinking low or no‑alcohol options at festive events.

How did Gen Z respond in HEINY's 2025 festive season study?

Gen Z led balance behaviours: 30% plan to alternate alcoholic and non‑alcoholic drinks ('zebra stripe') and use humour when declining drinks.

Which countries were included in HEINY's 2025 survey and what was the sample size?

The survey covered the UK, USA, Spain, Japan and Brazil with a total sample of 10,001 adults aged 18+, fielded 03.10.2025–09.10.2025.

How does HEINY connect the study findings to its brand strategy?

HEINY promotes Heineken 0.0 as an inclusive option and references its moderation campaigns, including When You Drive, Never Drink and Formula 1 sponsorship.