UK – Heineken kicks off 2025 with a bold new global campaign for its non-alcoholic beer, Heineken 0.0, aimed at breaking the stigma around alcohol-free choices and championing the right to go alcohol-free without needing a reason.
Titled ‘0.0 Reasons Needed,’ Heineken’s latest campaign delivers a clear message: choosing to go alcohol-free shouldn’t require an explanation. The campaign is reinforced by a series of TVCs that humorously challenge common stereotypes, such as assuming someone is the designated driver or on a health kick.
By celebrating personal choice, the brand aims to uplift those who choose Heineken® 0.0 simply for its refreshing taste, empowering individuals to embrace moderation—whenever and however they want.
Nabil Nasser, global head of Heineken® Brand, shared, “The launch of Heineken® 0.0 in 2017 revolutionised the non-alcoholic space. A premium, high-quality brand offering a 0.0 has helped make moderation cool. It’s exciting to see this new research uncover a growing social acceptance of non-alcoholic drinks—not just accepted, but also something people see as a cool and confident choice.”
“That said, you can see there is still work to be done with the research spotlighting low and no alcohol judgement still exists, so we need to be dynamic and inventive around how we tackle these stereotypes. We’re proud of our great-tasting Heineken® 0.0 and its role in helping to remove the stigmas in this space so people can enjoy it without being judged. Perhaps someone is the designated driver, or maybe they just really fancy a refreshing Heineken® 0.0—our latest campaign shows the bottom line is, you don’t need a special reason to go alcohol-free,” Nasser further explained.
Heineken 0.0’s new campaign is supported by a recently commissioned study with University of Oxford Professor Charles Spence, which highlights that going alcohol-free can still raise eyebrows—particularly among Gen Z.
The survey found that 21% of Gen Z in the UK, USA, Japan, Spain, and Brazil have hidden their non-alcoholic drink choices due to social pressures, with over one-third feeling pressured to drink alcohol in social settings.
Charles Spence, Professor of Experimental Psychology at the University of Oxford, explained, “Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations—we’re seeing a shift towards more mindful consumption. Yet, in cultures where drinking alcohol is still predominantly viewed as the norm, opting out can be stigmatised. This is particularly true for Gen Zers and millennials.”
“For generations, alcohol has played a central role in the way humans socialise; therefore, dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” Spence added.
Heineken’s new campaign is part of the brand’s ongoing effort to expand the non-alcoholic beverage category and reshape consumer perceptions around alcohol-free choices. Beyond growing the market, Heineken seeks to ease social pressures tied to moderation and dismantle the stigma around opting out of alcohol, promoting the right to make judgement-free decisions.
Directed by Hanna Maria Hendrich and filmed in Barcelona, the TV commercials will air globally in January 2025. Heineken remains committed to promoting moderation through campaigns like “When You Drive, Never Drink” and its global sponsorship of Formula 1®.
