This thesis takes a look at perceptions of zero percent alcohol. In investigating literature, it is found that there has been a lack of focus on researching the qualitative thoughts consumers have towards this alcohol alternative. Based on the dangers of regular alcohol, it would be useful if zero percent alcohol could be used as one of several solutions to problematic drinking. Therefore, this thesis takes shape around the premise of building this field of literature, and investigating perceptions around zero percent alcohol. In its efforts to do so, this thesis used qualitative interviews with traditional questions to gather in-depth information from those who participated in this studied. It also used a projective technique, due to the intrinsic symbolic nature behind regular alcohol, and potentially zero percent alcohol. A thematic analysis was used on the data gathered, establishing several key themes. These themes were knowledge, symbolic meaning, drinking motives, and substitutability. Together, they explained the various factors that determined perceptions of zero percent alcohol. In analysing these areas in-depth, it was found that zero percent alcohol could not be a replacement for regular alcohol at present. Within the research findings, it became clear that zero percent alcohol was not considered as important as regular alcohol and was only useful for temporary substitution. It ultimately appeared that regular alcohol had physiological appeal, and deep symbolic meaning that subsequently decreased the value of zero percent alcohol. Despite this, it was also found that zero percent alcohol had favourable connotations when investigating its symbolic meaning with participants. From these conclusions, a contribution to literature was made through the outlining of perceptions of zero percent alcohol that both coincided with previous literature findings, and several that were unique to zero percent alcohol amongst other alcohol alternatives. This also lead to suggestions for social marketers on how to facilitate use of zero percent alcohol, and rebrand it so that it might become a tool in addressing problematic alcohol consumption.