Stat: F1 fans are increasingly embracing zero-alcohol choices

Global – A new study commissioned by Heineken reveals a cultural shift among Formula 1 fans, with growing demand for moderation and zero-alcohol options. According to the research, one in four sports fans is cutting back on alcohol or choosing non-alcohol alternatives, with F1 followers leading the charge. Conducted by Nielsen in 11 countries, the survey shows that 56% of F1 fans regularly opt for alcohol-free beverages, compared to 43% of the general population.

This trend reflects a wider evolution of the F1 audience, which has become more diverse, values-led and sustainability-conscious. With women and Gen Z audiences playing a bigger role, the demand for inclusive experiences and responsible enjoyment is growing. Through long-term sponsorships and the success of Heineken 0.0, alcohol-free options are now seen as aspirational, not a compromise. 

For brands, this shift presents an opportunity to embrace moderation as a cultural value – and to define what it means to enjoy watching sports within a wellness-driven landscape. Discover more insights on the rise of no-alcohol outings in our Sober Social Fix report.