Breaking Behaviour Barriers to 0% Beer
In Part 1 of this series, we explored how 0% beer can carve out space in a category known for emotional resonance and distinctive branding using humour, characters, and creative consistency to stand out. But standing out is only half the challenge. For 0% beer and alcohol alternatives, the real test lies in shifting behaviour, convincing drinkers to choose a less boozy option, and motivating non-drinkers to pick 0% beer over the vast and familiar world of soft drinks.
Shifting behaviour relies on a blend of strong creative codes and behavioural science principles. There’s a reason 0% beer is still called “beer” despite being a different product. It’s because it’s easier for consumers to understand, accept, and feel familiar with. Giving it a recognisable name removes a barrier to entry that might otherwise exist if it were positioned as something unfamiliar.
When we worked with behavioural science expert Richard Shotton and UK broadcaster ITV on The Greenprint report, which explored how to drive sustainable behaviour change, we were introduced to the EAST framework, a simple but powerful foundation for encouraging behaviour change.
Part 1 of this series explored the first two elements: Make it Easy and Make it Attractive. Brands have made switching easier by creating products that look, feel, and almost taste like the original, reducing any sense of unfamiliarity. They’ve made these products more attractive through emotional advertising, leaning into humour over function, and focusing on characters rather than the health benefits of going 0%.
But creative features and strong positioning are just the beginning. In this blog, we turn our attention to the next two elements of the EAST framework: how brands can Make it Social and Make it Timely to further drive adoption of 0% beer.
Making 0% Beer a Social Norm
One of the biggest behavioural barriers facing 0% beer is that alcohol-free drinking still isn’t seen as the social norm. In many markets, this creates a sense of pressure or even social taboo. This is especially true in cultures with strong drinking rituals, like the UK, where pub culture continues to slow the uptake of 0% more than in other countries.
Heineken’s research into this area revealed that while acceptance of no and low alcohol options is growing across markets like the UK, USA, Spain, Japan, and Brazil, social pressure remains a significant friction point. Many consumers still feel judged for choosing 0% over alcohol.
Interestingly, while Part 1 of this blog explored the growth of 0% beer among Gen Z, Heineken’s study found this audience feels the pressure most. One in five Gen Z drinkers admitted to hiding their choice to drink 0% from peers, and a third of Gen Z men said they felt the need to justify or explain their decision.
So how can brands help consumers cheers without challenge?
A core principle in behavioural science is social proof, the idea that people are strongly influenced by what they believe others are doing. There’s an innate human tendency to follow perceived norms, which makes this principle especially powerful for brands trying to drive uptake of 0% beer.
In this context, characters in advertising aren’t just an emotional device. They can also model behaviour. A great example comes from Corona’s 2024 Summer Olympics campaign for Corona Cero. The ad opened with shots of athletes in action, speaking directly to a health-conscious, sport-loving audience, before cutting to a beach scene with young people enjoying 0% Corona in a classic social, sun-soaked setting. The tone, visuals, and lifestyle cues were unmistakably “Corona,” with the only difference being the product in their hands.
This kind of behavioural modelling subtly signals to viewers that people like them are choosing and enjoying 0% beer. In behavioural terms, this is known as using a relatable messenger, someone the audience identifies with, making the behaviour feel socially accepted and even aspirational within their peer group.
Another strong example of using a messenger to reinforce social proof is Carlsberg’s partnership with Mads Mikkelsen, which illustrates the power of an authoritative messenger. Unlike relatable messengers, who reflect the audience’s own identity or lifestyle, authoritative messengers are familiar and trusted figures, such as celebrities or respected partners.
These messengers bring credibility. For instance, if a 0% beer brand partnered with a mental health charity, it would signal to audiences that the product aligns with wellbeing and is supported by a trusted source. Carlsberg’s use of Mads Mikkelsen in their 2021 campaign for Carlsberg 0.0 did exactly this. In the ad, Mikkelsen casually sips on a 0.0 while cycling, playing tennis, creating art, parking, and finally heading to a bar. He lists the reasons why 0% is a smarter choice, all while effortlessly going about his day.
When well-known figures visibly model the desired behaviour, audiences are more likely to accept and adopt it. The message is clear: if someone like Mikkelsen chooses 0.0, it must be a credible and aspirational option.
Catch them at the Right Time
The final element of the EAST framework is Make it Timely. This principle is less about how a brand shows up and more about when it does. Adopting new habits often depends on timing. Behavioural research shows that people are more open to change during key life transitions, such as starting a new job, moving house, or approaching a milestone birthday like turning 30 or 40.
While many of these moments are beyond a brand’s control, there are predictable cultural events that offer a window of opportunity. The start of the new year is one of the most powerful. It is when consumers are actively reassessing habits, making resolutions, or taking part in Dry January. This is a natural behavioural reset, and it is exactly when brands promoting 0% beer should aim to be front and centre.
Understandably, this period comes with its own set of challenges. Your competitors will likely have the same idea, and there is a real risk of being overshadowed in a saturated season for no and low alcohol products. The key during these moments is to prioritise your brand. Show up with a larger logo, your distinctive colour palette, and clear, confident positioning. This helps keep your brand top of mind and makes it easier to stand out against others.
Once that foundation is in place, strengthen your creative with emotional codes. Use humour, characters, a strong sense of place, and music with melody. These are the right-brained, broad-beam features that Orlando Wood explores in his books Lemon and Look out. These elements not only capture attention but also support both long-term brand building and short-term activation.
Finally, show up consistently across channels. Whether your audience engages through outdoor, print, TV, or social media, your brand should look and feel the same everywhere. Consistent execution builds familiarity and strengthens mental availability, making it more likely your brand is recalled when consumers are at the bar or browsing shelves.
Create with Confidence
Want to turn your no to low alcohol brand from zero to hero? Get in touch with our global team today. We’re here to support creative development and ad testing at every stage of the journey. From outdoor and social to large-scale TV campaigns, System1’s Test Your Ad platform lets you test, refine, test again, and launch with confidence.
With over 100,000 ads in our Premium database, we have the tools, insights, and expertise to help take your 0% brand to 100% effectiveness.