New research from Heineken 0.0 shows a growing number of Irish adults participating in ‘Dry January’ this year.
The research suggests that as a whole, 2021 has seen a reduction in alcohol consumption for some groups, with one in three respondents reporting decreased alcohol consumption this year in comparison with previous years.
A particularly interesting note is this growing trend amongst the 18-24 age group, where over half of respondents indicated that they were likely to participate in this coming Dry January (51 percent ) in comparison with over 60 percent reporting to have not completed it in the past.
A major contributing factor to this decrease in alcohol consumption for some groups and an overarching theme throughout the research is a prevalent shift in attitudes towards alcohol consumption, particularly in relation to social situations. 78% of people feel that there is less stigma now surrounding not drinking at social occasions. Similarly, over 70% of respondents said that socialising can be just as enjoyable when opting for alcohol free alternatives and zero percent options.
Heineken 0.0 Dry January campaign aims to show consumers that Dry January doesn’t have to be viewed anymore as this long and boring month. Consumers can still have a refreshing beer, enjoy social occasions and have a bit of craic, while succeeding in their resolutions.
“I was delighted to come on board for the Heineken 0.0 ‘Dry January’ campaign this year. Heineken 0.0 is a staple in my fridge all year round. It gives me a great source of comfort knowing that I always have an alcohol-free alternative available for myself and for visitors that call in.
“Life is hectic at the moment so I am reaching for zero percent options more and more. I hate to feel like I am missing out on social occasions with friends and family as a result of cutting back my alcohol consumption. Heineken 0.0 is the perfect solution and the Dry Pack is ideal for those looking to set some great habits for 2022,” Lucy Kennedy, broadcaster and Heineken 0.0 brand ambassador, said.
Another key finding from this new research is the important role played by good quality alcohol free alternatives and zero percent options in assisting people in the reduction of alcohol consumption, while also enabling them maintain social connection with friends and family as normal.
Going alcohol free no longer needs to be associated with limiting social engagements, with over half of respondents claiming it is now easier to go alcohol free on a night out thanks to the great 0% options on the market.
Heineken 0.0 aims to encourage people to give ‘Dry January’ a go this year and get out and make the most of the first month of 2022. Heineken 0.0 provides Irish consumers with the choice to go non-alcoholic without compromising on a quality beer experience. Heineken 0.0 is also available on draught, in addition to bottle and can – so customers can enjoy a freshly poured pint.
A bottle of Heineken 0.0 contains just 69 calories and finds favour amongst those seeking a balanced lifestyle.