From a niche alternative to a key player in social gatherings, non-alcoholic beer is becoming one of the most thrilling trends of summer 2026. This trend is a reflection of a profound cultural shift in Italian consumption, particularly among younger individuals. Gen Z is driving this transition, with 7 out of 10 (70%) having tried it at least once and 37% drinking it on a monthly basis. Furthermore, 2.4 million people consider it a "cool" drink, indicating a true developing trend. This is according to a study undertaken by the research institute AstraRicerche for Heineken Italia as part of the "Together" campaign, which provides a glimpse of how young people socialize today. The most true moments of conviviality emerge from the mix of flavor and socializing, and non-alcoholic beers are gaining ground in this regard, as they are increasingly viewed as a truly pleasant option.