Heineken Report Highlights Shift Towards Moderation in Ireland

Heineken Ireland has released a report revealing a significant cultural shift towards moderation in drinking habits among the Irish population. The report, titled Always a Choice: How Socialising is Changing in Ireland, highlights changing social norms and attitudes towards alcohol consumption, particularly in the context of socializing.

Since the launch of Heineken 0.0 in Ireland in 2018, the company has invested over €30 million in the alcohol-free category. With a market share exceeding 43%, Heineken Ireland aims to continue promoting mindful drinking through its products. As the leader in the non-alcohol segment, the company is working to eliminate the stigma surrounding moderation.

Changing Perspectives on Alcohol Consumption

The findings from the report indicate that a growing majority of Irish adults, approximately 80%, feel there is increased cultural acceptance of reducing alcohol intake compared to five years ago. Furthermore, 56% of respondents reported consciously pacing themselves at recent social gatherings, while nearly one in three abstained from alcohol entirely.

Demographic differences also play a role in how moderation is perceived and practiced. Young adults aged 18 to 24 reported the greatest difficulty in moderating their consumption during significant social events, such as nights out (53%) and house parties (34%). In contrast, only 2% of this age group found it challenging to moderate their drinking at funerals or wakes.

Fiona Curtin, marketing director of Heineken Ireland, emphasized the importance of this cultural shift. “Moderation is no longer a fringe movement; it’s a cultural reset and a clear trend in Ireland,” she stated. “Irish consumers are choosing options based on mood, occasion, and lifestyle, and we’re proud to champion that shift through our full portfolio. Moderation isn’t just a message – it’s a mindset that’s here to stay.”

Voices of Moderation

To further explore these themes, Heineken Ireland launched a video series featuring advocates of moderation, including Greg O’Shea, an Irish Olympian; Laura Willoughby, MBE, founder of Club Soda UK; and Ali Dunworth, author of A Compendium of Irish Pints. The trio convened at a venue in Dublin to discuss various aspects of moderation and share insights drawn from the report’s findings.

“We want to show that choosing moderation can be just as enjoyable as traditional drinking,” said O’Shea during the discussion.

The Always a Choice report and accompanying video series aim to inspire more inclusive social experiences that prioritize health and well-being. For those interested in delving deeper into the research, the full report is available for download.

This initiative reflects a broader trend in Ireland, where consumers increasingly seek balance and health-conscious choices in their social lives. As the landscape of drinking culture continues to evolve, Heineken Ireland is positioning itself as a leader in promoting moderation and responsible drinking.