2 months ago
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When you think of Formula 1, the iconic image of podium champagne showers and late-night celebrations might come to mind.
But a new global study unveiled this week suggests that F1 fans are increasingly steering towards a more moderate - and often alcohol-free - way to celebrate the sport they love.
The research, commissioned by Heineken and conducted by Nielsen, highlights a cultural shift, with F1 supporters leading the charge.
According to the findings, one in four sports fans are actively reducing their alcohol consumption or choosing alcohol-free options in a meaningful change in habits.
More strikingly, Formula 1 fans appear even more committed to this trend than the general public. More than 56 per cent of F1 fans say they regularly choose alcohol-free beer, compared to just 43 per cent of the wider population.
Lando Norris sprays champagne after winning the British Grand Prix at Silverstone
But fans are increasingly moving towards non-alcoholic options for their drinks at races
This move toward moderation is being driven in large part by younger generations and women, who are playing an increasingly influential role in reshaping the drinking culture around live sport - away from excess and towards inclusion, balance and choice.
It's a shift even some of the sport's biggest names are endorsing.
Max Verstappen, the reigning world champion - who sports the Heineken 0.0 logo on his helmet - said: 'It's great to see that fans who choose not to drink can still feel completely part of the atmosphere and excitement around sport.
'Whether you're driving, focusing on performance, or just don't feel like drinking, there doesn't need to be a reason. You can still enjoy the moment fully, without compromise. It's about having the confidence to make the choice that's right for you.'
Since first partnering with Formula 1 in 2016, Heineken has made moderation a central message of its sponsorship, promoting responsible drinking through its flagship alcohol-free product, Heineken 0.0.
According to the brand, 0.0 has helped drive 41% of global alcohol-free beer category growth since 2018 - evidence that the shift towards mindful drinking isn't just a fad, but a lasting trend.
