Heineken warns British pubs that weight-loss drugs could cut beer sales

Heineken, the world's second-largest brewer, has warned British pubs and bars that the spread of weight-loss drugs could reduce how much beer and cider they sell. Reuters reported the warning, which appeared in a presentation the Netherlands-headquartered company sent to British hospitality customers in early October.

The presentation said GLP-1 medications, a group of drugs that includes Ozempic and Wegovy, could reduce the desire to drink alcohol. It warned of "fullness and fewer serves" of pints in pubs and bars, and said the GLP-1 era could make the tradition of the multi-pint drinking session less frequent.

Heineken advised pubs to promote half pints, low- and zero-alcohol options, and drinks paired with small plates of food. It said trends among GLP-1 users include opting for smaller serves, lower-alcohol drinks and more premium products. The company said the presentation was shared as part of its regular engagement with UK businesses, which is intended to help them understand changing consumer habits.

The Guardian reported that Heineken recorded almost £14bn in beer sales in British pubs, bars and restaurants in the year to February, with less than £300m coming from no- and low-alcohol products. Heineken owns brands including Amstel, Sol and Strongbow cider, in addition to its Heineken lager.

Wider industry views differ. JP Morgan research found 10 million people in the US turned to weight-loss medication last year. Surveys by Circana, NIQ and KAM have pointed to reduced drinking by GLP-1 users. Diageo told investors that any impact from GLP-1 drugs becoming mainstream should be manageable. Carlsberg told Reuters that data did not support the view that weight-loss drug use affected beer consumption trends.

Heineken's pressures predate the presentation. In February, the Guardian reported that Heineken plans to cut 6,000 jobs as people drink less beer. The same month, the company lowered its forecast for 2026 profit growth, citing cost-of-living pressures and consumer health concerns that were reducing sales.

Heineken said it will continue to monitor how GLP-1 user behaviours evolve in 2027.