Boom in weight-loss drugs could lead to drop in beer sales, Heineken warns British pubs
Heineken has warned British pubs and bars that the growing popularity of weight-loss drugs could lead to a decline in beer and cider sales.
The Netherlands-based brewer sent a presentation to British hospitality customers earlier this month, warning that GLP-1 use can reduce the desire to drink alcohol. This could lead to "fullness and fewer serves" of pints in pubs and bars, potentially making multi-pint drinking sessions less frequent.
Market Response
Heineken offered advice including promoting half pints, low- and zero-alcohol options, and pairing drinks with food to prevent declines in customer visits and spending. The company said the presentation was part of regular engagement with UK businesses to understand evolving consumer habits.
We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027
Industry Views
While Diageo, the Guinness maker, told investors any impact from GLP-1 drugs should be manageable, and Carlsberg said current data doesn't support reduced beer consumption, research companies including Circana, NIQ and KAM have reported decreased drinking by GLP-1 users.
Heineken noted that GLP-1 users are opting for smaller serves, lower alcohol drinks and more premium products, aligning with broader market changes as younger generations' habits evolve.
British pubs, bars and restaurants saw almost £14bn in beer sales in the year to February, with less than £300m from no- and low-alcohol products, according to Heineken.
Related
