A seismic shift in social drinking culture is set to redefine the biggest office party night of the year, according to a new global study. Released on December 4, 2025, by Heineken® 0.0, the research indicates that for the first time, the festive season will see an unprecedented surge in the acceptance of non-alcoholic choices, with nearly three-quarters of people feeling empowered to say "no thanks" to alcohol without needing an excuse.
The End of the Awkward Question
The study, conducted across five countries in partnership with Ruby Warrington, author of Sober Curious, reveals that outdated social pressures are rapidly dissolving. Over two-thirds (67%) of respondents now believe it is inappropriate to ask someone why they aren't drinking alcohol. Furthermore, an overwhelming 81% agree that it is perfectly acceptable to decline an alcoholic drink at a festive event without providing any explanation.
This marks a significant acceleration from earlier in the year. A January study from Heineken®, titled '0.0 Reasons Needed', noted that while Gen Z was leading a movement toward mindful drinking, some social stigma remained. Less than twelve months later, that confidence has spread globally. Two-thirds (66%) of people now find it "very easy" to turn down a drink at events like work parties.
Global Acceptance and Changing Celebrations
The driving force behind this change is the evaporation of the 'fear of missing out' (FOMO). The study found that 86% of people are comfortable drinking low or no-alcohol options at parties, and 76% state they do not need alcohol to feel included. Perhaps most tellingly, 90% would support a friend's choice to drink a non-alcoholic version this season.
How people plan to celebrate underscores this trend: 37% intend to moderate their alcohol intake, 27% plan to abstain completely, and 1 in 5 will specifically opt for a 0.0 beer. Gen Z continues to pioneer new habits, with 30% planning to 'zebra stripe'—alternating between alcoholic and non-alcoholic drinks throughout the night.
Professor Charles Spence, an Experimental Psychology expert at the University of Oxford who partnered on the initial study, commented on the speed of this cultural pivot. "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," he said.
A Worldwide Movement, From Brazil to Japan
This is not a trend confined to North America or Europe. The data points to a worldwide acceptance of mindful drinking choices. In Brazil, 67% report comfort in choosing 0.0 drinks in social settings. In Japan, a nation with a deeply entrenched drinking culture, 44% now feel comfortable going alcohol-free at parties, signaling a profound change.
Ruby Warrington reflected on the milestone, stating, "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 normalize the choice not to drink—and we're finally here."
As offices across Canada and the globe prepare for their annual holiday gatherings, the bar is being reset. The evidence is clear: the most significant office party night of 2025 will be characterized not by the pressure to drink, but by the unprecedented freedom not to.