Research reveals moderation is becoming the new normal in Irish society

‘Zebra Striping’ among many new trends uncovered

Irish social life is evolving, and moderation is increasingly at the heart of that evolution. Heineken Ireland today (16 October) unveiled a new report, Always a Choice: How Socialising is Changing in Ireland, which highlights how attitudes and behaviours around alcohol in this country are shifting, and how the nation is embracing greater freedom of consumption choice.

The new research sheds light on moderation trends in Ireland today:

• Acceptance is rising: 80% of adults believe there is more cultural permission to say “I’m drinking less” compared to five years ago.
• Moderation is mainstream: Over half (56%) paced themselves at recent social occasions, while nearly a third reported abstaining.
• The joy of moderation: 87% said some of their most enjoyable social moments happened while moderating, or not drinking at all.
• Normalisation: Nearly one in three (29%) say that it’s ‘just as good’ as socialising with alcohol – reinforcing how mainstream moderation is becoming.
• Stigma remains: 53% admitted drinking when they didn’t want to, while 31% find it difficult to moderate because they feel obliged to explain themselves.

The study also reveals the innovative ways people are adapting their drinking habits.

From “zebra striping” (alternating alcoholic drinks with water or 0.0 options) to speaking up during pub rounds, Irish consumers are finding new ways to make moderation fit seamlessly into their social life.

These habits are not just practical, they’re empowering.

They help people navigate social pressure and reduce the stigma around choosing not to drink.

Women are more likely to moderate with 0.0 drinks or soft drinks, while men tend to abstain entirely.

Younger adults are leading the charge, with 41% of 18–27-year-olds now regularly choosing 0.0 drinks, up 21% year-on-year.

Irish adults report that, on average, ‘first dates or romantic settings’ are the least difficult social occasions to moderate alcohol consumption.

Big group nights out (39%), weddings and family celebrations (33%), and pub rounds (28%) are the occasions where people find it more of a challenge to moderate.

Since launching Heineken 0.0 in 2018, Heineken Ireland has invested more than €30 million in the alcohol-free category, now holding over 43% market share.

Draught systems are available in more than 3,000 outlets nationwide.

Michelle Rowley, senior brand manager at Heineken Ireland, highlights that moderation in alcohol consumption is becoming more popular among Irish adults:  “The new research shows that this trend is not just temporary, as more people are choosing to drink less and want to continue doing so in various social situations.

“Heineken Ireland sees potential for further growth in promoting a vibrant social life without compromise.

“The company aims to build on its leadership in the 0.0 alcohol category and support new cultural norms around moderation, including breaking down the stigma that still surrounds it.”

As part of its research, Heineken Ireland gathered feedback and insights from a wide range of people, including Laura Willoughby MBE, co-founder at Club Soda, author Ali Dunworth, and Irish Olympian & Sevens Rugby star, Greg O’Shea.

“Patterns are definitely changing. People are being more deliberate in how they approach moderating their drinking.

“Zebra Striping is just one example that’s growing significantly in popularity.

“People are getting really creative and smart about how they adopt new habits so that they always have a choice.“ – Laura Willoughby MBE, co-founder at Club Soda, a social impact business that exists to help people drink more mindfully and live well.

“Irish rounds are a particular thing, a ritual intrinsically linked to our drinking and pub culture.

“There are unique rules, peculiarities and complexities.

“When it comes to moderation, people are becoming more confident in speaking up at the beginning of a round – making sure that people aren’t making presumptions for them.” – Ali Dunworth, author of A Compendium of Irish Pints: The Culture, Customs and Craic.

“For me, moderation is about balance. It lets me enjoy a night out, still get up for training the next morning, and not feel like I’m missing out on anything.” – Greg O’Shea, Irish sports & TV star.

To download the full Heineken Ireland report, please click here.