In 2025, the Heineken® 0.0 Now You Can campaign played a central role in advancing our approach to responsibility by helping normalise alcohol free choices in everyday social occasions. The campaign was designed to remove stigma around choosing not to drink, reinforcing the idea that enjoyment, connection and belonging don’t depend on alcohol.

As our flagship moderation campaign for the year, Now You Can brought Heineken® 0.0 to the forefront of responsible consumption messaging, aligning closely with HEINEKEN’s global Low. Slow. No. framework. By showing alcohol free options as a confident, positive and mainstream choice, the campaign encouraged more mindful decision making without judgement.

Importantly, Now You Can was not a stand-alone marketing initiative but a tangible expression of our responsibility commitments. In 2025, DB invested 11.3% of Heineken® media spend into responsible consumption and moderation campaigns through Heineken® 0.0, exceeding our annual target of 10%. This contributed to a total of $2.5 million invested over the past 5 years in programmes focused on promoting responsible drinking and moderation.

Through its scale, consistency and cultural relevance, Now You Can became a major contributor to our responsibility agenda in 2025, helping embed moderation into social norms while supporting our wider Brew a Better Aotearoa and EverGreen 2030 ambitions.