Weight-loss drugs could cut beer sales at British pubs, Heineken warns
Heineken has warned British pubs and bars that the growing use of weight-loss drugs such as Ozempic and Wegovy could reduce demand for beer and cider, in a presentation sent to hospitality customers earlier this month.
Weight-loss drugs could cut beer sales at British pubs, Heineken warns
Heineken has warned British pubs and bars that the growing use of weight-loss drugs such as Ozempic and Wegovy could reduce demand for beer and cider, in a presentation sent to hospitality customers earlier this month.
What the presentation told pubs
The world's second-largest brewer sent the presentation to British hospitality customers earlier this month. It said that GLP-1 medication, such as Ozempic and Wegovy, could reduce the desire to drink alcohol, with users feeling fullness and ordering fewer serves in pubs and bars.
According to the document, which was revealed by Reuters, the GLP-1 era could make the multi-pint drinking session a less frequent occurrence. Heineken identified trends among GLP-1 users towards smaller serves, lower-alcohol drinks and more premium products.
Heineken's advice to landlords
To avoid declines in visits and spending, Heineken suggested that pubs:
- promote half pints
- offer low- and zero-alcohol options
- pair drinks with small plates of food
For context, Heineken said British pubs, bars and restaurants sold almost £14bn of beer in the year to February, with less than £300m of that from no- and low-alcohol products.
How the brewer is monitoring GLP-1 users
A Heineken spokesperson said the company is already seeing changes among users of the medication: "We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027".
The spokesperson added that GLP-1 users are not simply replacing alcohol but becoming more purposeful in their choices, and that "Consumer behaviour is evolving in response to a range of broader trends. GLP-1 is one of the developments we are monitoring". The company said these behaviours reflect broader trends towards health and wellbeing, moderation and more intentional consumption across its markets.
Rivals and research take a different view
Not every brewer shares the same concern. Carlsberg told Reuters that data did not support the view that the use of weight-loss drugs affected beer consumption trends, while Diageo has told investors that any impact from GLP-1 drugs becoming mainstream should be manageable. Surveys by research companies including Circana, NIQ and KAM have pointed to reduced drinking by GLP-1 users.
The scale of the trend is significant: JP Morgan research found 10 million people in the US turned to GLP-1 medication last year. Heineken, whose brands include Amstel, Sol and Strongbow cider as well as its eponymous lager, said the presentation was shared as part of its regular engagement with UK businesses on evolving consumer habits.
