Gen Now feeling most the push back against alcohol free drinks.

Societal pressure is hindering the growth of alcohol-free drinks, despite a rise in acceptance, according to recent research by Heineken and the University of Oxford. The study, involving nearly 12,000 adults across the UK, US, Spain, Japan, and Brazil, revealed that 80% of consumers believe alcohol-free drinks are more socially acceptable than they were five years ago. However, 51% of drinkers admitted to succumbing to societal pressure by choosing alcohol in social situations, even when they had planned otherwise.

Gen Z faces the greatest challenges, with over one in three young adults reporting feelings of pressure to drink in social settings. Additionally, 21% of Gen Z participants said they concealed their choice of low- or no-alcohol alternatives to avoid judgment. These findings underscore the widespread influence of societal norms on drinking behaviour, despite a growing trend toward mindful consumption. (for more WRD News)