Its OK to go NoLo: No one feels guilty any more

It is OK to go alcohol free.

No guilt.

The team at Heineken 0.0, which is the best-selling non-alcoholic beer, has revealed that almost three-quarters (72%) of people are confident enough to skip alcohol over the holidays without fear of being judged or excluded. 

A recent study, carried out in five countries in partnership with the author of Sober Curious, Ruby Warrington, shows attitudes are changing fast.

It revealed over two-thirds (67%) of people surveyed now say it's outdated and inappropriate to ask why someone isn't drinking alcohol in 2025.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 - with no explanation required.

"The question 'why aren't you drinking?' belongs firmly in the past," Warrington says.

"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 10 years ago, the goal was to normalise the choice not to drink – and we're finally here."

It was the second survey in 12 months recording positive attitudes.

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 proves moderation is for everyone."

How people plan to celebrate this season also tells a story. 

At least 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.

Fear of missing out has finally gone out of fashion with 86% saying 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 - showing social pressure has given way to social acceptance.

# The research was conducted by Censuswide, among a sample of 10,001 adults aged 18+ in the UK, US, Spain, Japan and Brazil.