According to recent data, the alcohol-free segment in Hungary — including non-alcoholic lagers and flavored "radlers" — has more than doubled over the last decade. While these drinks accounted for only 4% of the market in 2015, they now make up nearly 10% of total volume in 2025.

For the international community in Hungary, this means that opting for a 0.0% beverage at a Budapest ruin pub or a corporate team-building event is no longer the conversation-starter it used to be. The growth is driven largely by younger consumers and a broader change in domestic consumption habits that prioritize health and moderation.

The End of Social Pressure

This Hungarian trend mirrors a global movement. New international research commissioned by Heineken across markets including the UK, USA, Spain, Brazil, and Japan suggests that "conscious moderation" is now a mainstream cultural staple rather than a niche health fad.

The survey highlights a significant decline in social pressure. In 2025, the majority of people no longer feel the need to justify why they aren’t drinking.
 

Key findings include:

72% of respondents say a simple "no, thank you" is now sufficient, with no further explanation required.
81% agree that declining a drink is a non-issue.
67% now believe it is actually inappropriate to ask someone why they are abstaining.

Joanna Price, Heineken’s Global Director of Corporate Affairs, notes that moderation is no longer viewed as "extreme" behavior, but is instead becoming the standard.

From Stigma to Confidence

The speed of this transition has been remarkable. Less than a year ago, research conducted by Heineken with Oxford University professor Charles Spence suggested that while Gen Z was leading a "quiet revolution" toward sobriety, a degree of stigma still lingered.

Today, that stigma has largely evaporated. Experts like Ruby Warrington, author and pioneer of the "Sober Curious" movement, suggest that the question "Why aren't you drinking?" is not just fading—it is disappearing.

The data shows that 66% of people now find it easy to refuse alcohol even at high-pressure festive events or company parties. Professor Spence attributes this to a shift where individual choice now carries more weight than group expectations.

A Growing Market for Choice

As the culture changes, the market is following suit. The low- and no-alcohol segment is expanding globally at an unprecedented rate. Between 2020 and 2024, sales of Heineken 0.0 grew by 53% worldwide.
 

The global alcohol-free beer market is now valued at approximately USD 13.7 billion. While Europe sees a steady annual growth of 6%, other markets are exploding, with the US growing at 14% and Brazil at a staggering 45%.

For expats living in Hungary, this trend ensures that whether you are at a local borozó or a high-end cocktail bar, high-quality alcohol-free options are becoming the rule rather than the exception.
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