While alcohol brands and sporting events have not conventionally been the most connected of sectors, beer giant Heineken believes that there is a great deal of harmony to be found between both.
This is particularly so when it comes to the growing segment of zero-alcohol beer, and the evidence can be seen in a recent Nielsen study showing that growth for this has been exceptionally strong among sports fans.
“A global Nielsen study has revealed a significant shift in drinking habits among sports fans, where 25% are actively reducing their alcohol consumption or opting for alcohol-free alternatives,” Heineken said via a formal statement.
“Formula 1 fans are leading the change here – the study found that 56% of F1 fans regularly choose alcohol-free beer—substantially higher than the 43% observed in the general population.”
56% of F1 fans regularly choose alcohol-free beer
Nielsen data
The study took place over 11 markets, 70% of the combined Formula 1® and UEFA Champions League fanbase.
Crucially, Heineken highlighted that 62% of F1 fans identified Heineken most closely with the promotion of responsible alcohol consumption, validating its consistent placement of Heineken 0.0 within the sport.
“Formula 1 is a powerful catalyst for change, and fans across APAC are embracing moderation like never before,” Heineken Regional Global Brands Director Agnieszka Gorecki told us at the start of the 2025 Singapore Grand Prix F1 race.
“[This is] especially among Gen Z and diverse audiences and Heineken 0.0 is driving a cultural shift toward more mindful choices. There is great growth potential for 0.0 in this region.”
Heineken’s willingness to invest in significant sports sponsorships, both in F1 and UEFA, firmly showcases its intent to be as closely linked with the moderation movement as possible.
“Across Asia Pacific, moderation is increasingly becoming a cultural norm – and at Heineken, we’re proud to be driving that transformation,” Heineken APAC regional corporate affairs director Erin Atan added.
“In every market where we operate, we dedicate at least 10% of our media spend to responsible consumption campaigns, underscoring our commitment to giving consumers a genuine choice [and] at the heart of this strategy is Heineken 0.0, making moderation visible and accessible.”
Heineken 0.0 is on price parity with classic Heineken, ensuring that consumers do not need to pay extra to make a non-alcoholic choice.
APAC making its grand stand
At the heart of this transformation is consumers trending towards moderation and mindful choices – research from GlobalData shows significant growth of the zero-alcohol beer segment at 14% from 2018 to 2023, with a 55% year-on-year increase in 2023 alone.
“APAC is the second-largest region globally for non-alcoholic beer, reflecting rising consumer interest and untapped potential,” Heineken APAC managing director Kenneth Choo stated.
“This shift is very much being led by Gen Z consumers, who are redefining social drinking norms and showing increasing growing openness to alcohol-free options.”
The firm added that zero-alcohol beer growth in Asia is seeing the strongest momentum in more highly urbanised markets such as Japan and Singapore. In the latter, the zero-alcohol category grew more than sevenfold between 2018 and 2023.
Why zero-alcohol beer?
Addressing the question of why sports fans would want a zero-alcohol beer in their hand – as opposed to a soft drink – Choo highlighted that this is all about a sense of social connection and having an ‘adult’ drink.
“Just imagine all your friends holding a beer in their hands and you’re the only one holding a canned soft drink – or everyone clinking their beer bottles together and you’re putting a can into the mix. It’s all about that sense of inclusion,” he said.
“There’s also the consideration of occasions such as a night out or a sporting event like F1 being more grown-up events that need a more ‘adult’ drink – and this is what Heineken 0.0 can provide, that sense of holding a grown-up beverage but without the need to include alcohol in the mix.”
Heineken’s global partnership with Formula 1 has recently been extended through 2027.
