Posted by Promo Offers Designated Drivers Free Non-Alcoholic Beer
Is the world going dry? A growing contingent of both the US and global population is cutting back on alcohol or foregoing alcoholic beverages all together.
Young adults, including Gen Z and Millennials, are driving the “sober curious” movement – cutting back on consumption of alcohol while citing issues like health, fitness, or financial reasons. Meanwhile, as overall US alcohol and beer consumption declines, non-alcoholic options are seeing double-digit growth.
It’s part of a growing worldwide trend in which non-alcoholic beer has soared past $17 billion in sales, rapidly overtaking traditional ales to secure the second largest spot in the global beer category.
Non-alcoholic beer continues to surge in the US as well, jumping 23 percent in 2025. According to Beer Institute data, 61 percent of consumers say they would consider non-alcoholic beer if it tasted similar to their favorite alcoholic version. As the niche continues to grow, Americans are also drinking less alcohol overall as the understanding of its impact on their health becomes more widely known.
The decline may come as bad news for owners who ponied up hefty price tags for a liquor license. But companies like Heineken are reading the room and getting in on the action at the beginning of the curve.
Partnering with OpenTable, an online service that connects diners with thousands of restaurants worldwide, Heineken announced in a press release they are launching a pilot program to reward designated drivers, support safe driving habits, and simultaneously promote their 0.0 non-alcoholic beverage.
Said Reece Jones, general manager for OpenTable Media, in a press release, “OpenTable is always looking for meaningful ways to connect diners and restaurants. We’re thrilled to partner with Heineken USA through OpenTable’s tailored media solutions to do just that, while jointly delivering a new way to bring awareness for responsible consumption into the reservation process.”
According to Heineken’s research, over half of Americans view designated drivers as the “heroes” of the evening. So the brand intends to reward designated drivers with special perks like rideshare vouchers for future nights out and free Heineken 0.0.
Heineken hopes to help normalize the consumption of non-alcoholic beer. Which comes with fortunate timing, since 49 percent of consumers say they feel “more included” in the social night out if they’re drinking a non-alcoholic beverage.
Despite other revenue decline in the US, Heineken’s 0.0 beverage saw double-digit volume growth in 20 markets, according to the company’s 2025 full year report. Outlook? The future is dry. Or at least more so than it used to be. Read the full story.