Business
• Analysis
Heineken warns British pubs weight-loss drugs could cut beer sales
Heineken has warned British pubs and bars that the rise of weight-loss drugs beer sales risk could reduce beer and cider consumption, as GLP-1 medicines such as Ozempic and Wegovy curb the desire to drink.
By Haut Monde Post
• October 23, 2026
• 2 Min Read
What Heineken told pub operators
The world's second largest brewer sent a presentation to British hospitality customers earlier this month, warning that the growing use of weight-loss drugs could lead to a fall in beer and cider sales.
According to the document, first revealed by Reuters, GLP-1 use, led by Ozempic and Wegovy, can reduce the desire to drink alcohol. Heineken flagged "fullness and fewer serves" of pints in pubs and bars, and warned the GLP-1 era could make the multi-pint drinking session a less frequent occurrence.
The company, which is headquartered in the Netherlands and sits behind AB InBev in global rankings, said the presentation was shared as part of its regular engagement with UK businesses on changing consumer habits.
Heineken's advice to pubs
The brewer set out practical steps operators can take to avoid declines in customer visits and spending:
- •promote half pints
- •offer low- and zero-alcohol options
- •pair drinks with small plates of food
It also identified a shift among GLP-1 users toward smaller serves, lower alcohol drinks and more premium products, in line with changes already visible among younger generations. The warning carries weight for its own portfolio, which spans Amstel, the Mexican lager Sol, Strongbow cider and its eponymous lager. Heineken put beer sales in British pubs, bars and restaurants at almost £14bn in the year to February, with under £300m of that from no- and low-alcohol products.
How other brewers see it
Rival brewers are less alarmed. Diageo, maker of Guinness, told investors that any impact from GLP-1 drugs becoming mainstream should be manageable. Carlsberg said data did not currently support the view that weight-loss drug use affects beer consumption trends.
Surveys by research companies including Circana, NIQ and KAM have, however, pointed to reduced drinking by GLP-1 users. JP Morgan research found 10 million people in the US turned to GLP-1 medication last year.
Heineken's statement
Asked about the document, Heineken told Reuters:
We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027.
The company says it will keep watching how GLP-1 users' consumption behaviour develops through 2027.
