Heineken warns British pubs that weight-loss drug boom could cut beer sales
The brewer told UK hospitality customers that GLP-1 drugs such as Ozempic and Wegovy can curb the desire to drink, and advised smaller serves and low-alcohol options.
At a glance
- Heineken warned British pubs and bars that the rise of GLP-1 weight-loss drugs could reduce beer and cider sales.
- It advised venues to promote half pints, low- and zero-alcohol drinks and small food plates as drinking habits shift.
- Diageo and Carlsberg were less concerned, but surveys by Circana, NIQ and KAM point to reduced drinking by users.
Heineken has warned British bars and pubs that the boom in weight-loss drugs could lead to a fall in beer and cider sales, and has advised hospitality venues to adapt to the way GLP-1 users drink.
The world's second largest brewer, after AB InBev, sent a presentation to British hospitality customers earlier this month warning that GLP-1 use – led by drugs such as Ozempic and Wegovy – can reduce the desire to drink alcohol, potentially bringing "fullness and fewer serves" of pints. The document, reported by Reuters, said the GLP-1 era could make the traditional multi-pint drinking session a less frequent occurrence.
Advice to pubs
Heineken suggested venues promote half pints, low- and zero-alcohol options and pair drinks with small plates of food, or risk a decline in customer visits and spending.
The Netherlands-headquartered company said the presentation was shared as part of its regular engagement with UK businesses to help them understand how consumer habits are evolving. "We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027," it told Reuters.
Heineken said the trends it has identified among GLP-1 users – smaller serves, lower-alcohol drinks and more premium products – also align with broader changes in the market as the habits of younger generations shift. As well as its flagship lager, Heineken owns brands including Amstel, the Mexican lager Sol and Strongbow cider.
Other brewers less concerned
Other brewers have taken a different view. Diageo, which makes Guinness, has told investors that any impact from GLP-1 drugs becoming mainstream should be manageable, while Carlsberg told Reuters that data did not currently support the view that weight-loss drugs affect beer consumption trends.
Surveys by research companies including Circana, NIQ and KAM have nevertheless pointed to reduced drinking among GLP-1 users. Use of the drugs has soared as consumers seek rapid weight loss, with 10 million people turning to medication in the US last year, according to research by JP Morgan.
Heineken said there was almost £14bn in sales of beer in British pubs, bars and restaurants in the year to February, with less than £300m of that from no- and low-alcohol products.
Source: The Guardian Business.
Questions and answers
- Why does Heineken think weight-loss drugs could reduce beer sales?
- Heineken says GLP-1 use, led by drugs such as Ozempic and Wegovy, can reduce the desire to drink alcohol, which could mean "fullness and fewer serves" of pints and fewer multi-pint sessions.
- What advice has Heineken given to British pubs and bars?
- It suggested promoting half pints, low- and zero-alcohol options and pairing drinks with small plates of food, warning that venues otherwise risk lower customer visits and spending.
- How much beer is sold in British pubs and bars?
- Heineken says there was almost £14bn in beer sales in British pubs, bars and restaurants in the year to February, with less than £300m of that from no- and low-alcohol products.
