HEINEKEN Ireland’s ‘Always a Choice’ Series Decodes New Culture of Moderation

​HEINEKEN Ireland is tackling social stigma around moderation and drinking culture in Ireland, and the results are clear: plenty has been done, but there’s more to do.

As the market leader in the non-alcohol category with Heineken 0.0, HEINEKEN is focused on building and elevating the brand. Since launching Heineken 0.0 in Ireland in 2018, HEINEKEN has invested more than €30 million in the alcohol-free category and now holds a market share of over 43%.

A new report and accompanying video series, Always a Choice: How Socialising is Changing in Ireland, explores how shifting consumer mindsets are reshaping social norms, and mindful enjoyment is reshaping Irish drinking habits.

The video series features three champions of moderation:

• Greg O’Shea, Irish Olympian
  
• Laura Willoughby, MBE, founder of Club Soda UK
  
• Ali Dunworth, author of A Compendium of Irish Pints
  

The trio discussed a variety of moderation topics in a Dublin city centre venue and also dived into some of the data and research that makes up the Always a Choice: How Socialising is Changing in Ireland report. Check out more here.

The research shows that:

• 80% of Irish adults believe there is now greater cultural permission to say, “I’m drinking less”, compared to five years ago.
  
• 56% of people say they’ve deliberately paced themselves at recent social events.
  
• Nearly one in three abstained entirely.
  

The data also shows that demographics experience moderation differently in a variety of social occasions. Younger adults (18–24) find it hardest to moderate on big nights out (53%) and house parties (34%), and find it easiest to moderate at funerals or wakes (only 2% find it hard).

​Fiona Curtin, marketing director at HEINEKEN Ireland, said, “Moderation is no longer a fringe movement; it’s a cultural reset and a clear trend in Ireland. Irish consumers are choosing options depending on mood, occasion, and overall 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. Thank you to Greg, Laura and Ali for helping bring this research to life for HEINEKEN.”

To download the full HEINEKEN Ireland ‘Always a Choice’ report, visit here. .