Let’s face it—people think there’s always a reason behind a non-alcoholic beer. Dieting? Driving? Working late? Wrong.  This campaign flips those assumptions on their head with relatable twists and a dose of humor. Because you don’t need a special reason to grab a Heineken 0.0. Great Taste. Zero Alcohol. Now you can. 

Times are changing, and more people are embracing alcohol-free drinks, but does social judgment still hold them back? Heineken’s global anthropology study, led by Professor Charles Spence of the University of Oxford, explores shifting attitudes towards non-alcoholic drinking.

You can download the anthropology whitepaper here.