Boom in weight-loss drugs could lead to fall in beer sales, Heineken warns UK pubs

Heineken has warned British bars and pubs that the boom in popularity of weight-loss drugs could lead to a fall in sales of beer and cider.

The world’s second-largest brewer sent a presentation to British hospitality customers earlier this month that said the use of GLP-1 medication – such as Ozempic and Wegovy – could reduce the desire to drink alcohol. This in turn could result in “fullness and fewer serves” of pints in pubs and bars, it added.

The document, revealed by Reuters, said the GLP-1 era could lead to the tradition of the multi-pint drinking session becoming a less frequent occurrence.

The Netherlands-headquartered company offered advice including promoting half pints, low- and zero-alcohol options and pairing drinks with small plates of food, or risk declines in customer visits and spending.

“We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027,” said a Heineken spokesperson. “Consumer behaviour is evolving in response to a range of broader trends. GLP-1 is one of the developments we are monitoring.”

GLP-1 use has soared as consumers seek a quick solution to weight loss, with 10 million people turning to medication in the US last year, according to research by JP Morgan.

Heineken said the presentation was shared with customers as part of its regular engagement with UK businesses to help them understand how consumer habits were evolving.

Trends the brewer has identified in GLP-1 users include opting for smaller serves, lower alcohol drinks and more premium products.

“Our latest consumer research suggests GLP-1 users are not simply replacing alcohol,” said the spokesperson. “They are becoming more purposeful in their choices and broadening their preferences. These behaviours are not unique to GLP-1 users. They reflect broader consumer trends towards health and wellbeing, moderation, choice and more intentional consumption that we are seeing across our markets.”

As well as its eponymous lager, Heineken also owns brands such as Amstel, the Mexican lager Sol and Strongbow cider.

The Guinness maker, Diageo, has told investors that any impact from GLP-1 drugs becoming mainstream should be manageable, while Carlsberg told Reuters that data did not support the view that the use of weight-loss drugs affected beer consumption trends.

However, surveys by research companies including Circana, NIQ and KAM have pointed to reduced drinking by GLP-1 users.

According to Heineken, 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.