A significant cultural shift is redefining social gatherings this holiday season, according to a new global study. For the first time, the pressure to consume alcohol at festive events has dissipated, with the majority of people feeling confident to decline a drink without needing an excuse or facing social judgement.
The Data Behind the Shift
The study, commissioned by Heineken® 0.0 and released on December 03, 2025, surveyed five countries. It found that nearly three-quarters of respondents—72%—are now confident skipping alcohol without fear of being judged or excluded. This marks a dramatic change in social norms surrounding drinking.
Attitudes are evolving rapidly. The research, conducted in partnership with Ruby Warrington, author of Sober Curious, indicates that 67% of people believe it is now outdated and inappropriate to ask someone why they aren't drinking. Furthermore, an overwhelming 81% agree it is perfectly acceptable to say "no" to alcohol at holiday parties without providing any explanation.
From Stigma to Social Acceptance
This represents a swift acceleration of a trend identified earlier in the year. A January study titled '0.0 Reasons Needed' noted that Generation Z was leading a movement toward moderation, though some stigma remained. Less than a year later, that confidence has spread globally.
Charles Spence, Professor of Experimental Psychology at the University of Oxford and a partner on the initial study, commented on the speed of this change. "These two studies show how quickly attitudes shift," Spence said. "Alcohol has been central to social life for generations, but the data now prove moderation is for everyone."
The study details how people plan to celebrate differently this season:
- 37% will moderate their alcohol intake.
- 27% plan to abstain from alcohol altogether.
- 1 in 5 intend to raise a non-alcoholic beer instead.
Gen Z continues to pioneer new behaviours, with 30% planning to 'zebra stripe'—alternating between alcoholic and non-alcoholic drinks throughout the night.
Global Movement Away from Social Pressure
The driving force behind this shift is the declining relevance of the 'fear of missing out' (FOMO). The study found that 86% of people are comfortable drinking low or no-alcohol options at events, and 76% state they do not need alcohol to feel included. Social support is also strong, with 90% saying they would support a friend's choice to drink non-alcoholic versions during the holidays.
This trend is truly worldwide. While the UK and US show strong movement, other nations are following closely. In Brazil, 67% report comfort in choosing 0.0 alcohol beer in social settings. Perhaps most strikingly, in Japan—a culture historically centred around alcohol—over four in ten (44%) now feel comfortable going alcohol-free at parties.
Ruby Warrington, whose work helped popularize the 'sober curious' concept nearly a decade ago, sees this as a milestone. "The question 'why aren't you drinking?' belongs firmly in the past," Warrington stated. "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,' the goal was to normalise the choice not to drink—and we're finally here."
The 2025 festive season is poised to be the first where the choice to drink, or not to drink, is met with equal respect, signalling a profound and lasting change in global social etiquette.
