Heineken Italy reports surge in non‑alcoholic beer among Gen Z

Research commissioned by Heineken Italy shows non‑alcoholic beer moving from a niche option to a mainstream social beverage among Italian youth. Seven out of ten young people have tried a 0.0% beer, and 37% of Generation Z consumers report drinking it at least once a month. About 2.4 million Italians aged 18‑27 consider the product “cool,” and roughly 40% of this age group choose it for its freshness.

The shift is driven by improved taste quality that closely matches traditional brews, as well as new formats and marketing that position the drink as versatile for everything from aperitifs to beach gatherings. The trend reflects a broader change in social habits, with younger Italians favoring flexible, alcohol‑free options for shared moments.