Heineken and GLP-1 alcohol trends: overview
- Heineken has warned that rising GLP-1 drug use could reduce beer and cider consumption.
- The brewer expects more demand for smaller serves and low- and no-alcohol drinks.
- Research suggests GLP-1 users are drinking less often and spending less on alcohol.
- Some brewers see opportunities in the growing low- and no-alcohol category.
- The long-term impact of GLP-1 drugs on overall alcohol sales remains uncertain.
Heineken has warned that the growing use of GLP-1 weight-loss drugs could put pressure on beer and cider sales, as the brewer prepares for potential changes in drinking habits.
It shared a presentation with UK hospitality customers earlier this month, highlighting how medications such as Ozempic and Wegovy could reduce consumers’ desire to drink alcohol, leading to “fullness and fewer serves” in pubs and bars.
The document, reported by Reuters, warned that traditional multi-pint drinking occasions could become less common as GLP-1 use grows.
Heineken advised hospitality operators to promote half-pints, low- and no-alcohol options and drinks paired with small plates to help maintain customer visits and spending.
A spokesperson for the brewer said: “We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027.”
The company said its research suggests users are increasingly opting for smaller serves, lower-alcohol drinks and more premium products, while noting that these behaviours also reflect wider trends towards health, wellbeing and moderation.
Are GLP-1 drugs changing alcohol consumption?
Research from UK alcohol education charity Drinkaware and hospitality insights consultancy KAM found that people taking GLP-1 medication reported drinking less frequently after starting treatment.
The study, Drinking Differently: How GLP-1 Medications Impact Alcohol Consumption, found that drinking frequency fell by 29%, from an average of 3.1 days per week to 2.2 days. Weekly alcohol consumption declined by 16%, while spending on alcohol for home consumption fell by 22%.
The research also found that 34% of users reported reduced cravings for alcohol, while 18% experienced discomfort, including nausea, when drinking.
The effects may also extend beyond individual users. Almost half of UK adults who had never used GLP-1 medication said they knew someone who had taken it. Of those, 30% said they drank less when socialising with that person, while 16% were more likely to choose low- or no-alcohol options.
However, the research reflects reported changes among users and does not establish how much of the shift is directly attributable to the medication rather than wider changes in drinking habits.
What could this mean for alcohol sales?
Drinkaware and KAM found that GLP-1 users spent 30% less on alcohol during visits to pubs, bars and restaurants, alongside the 22% decline in weekly spending on alcohol for home consumption.
US purchasing data points to a similar trend. Research by market research firm Circana, reported by Reuters, found that households with a GLP-1 user spent around 7% less per month on alcohol than households without a user after two years. Spending on beer was approximately 13.5% lower.
While the US figures do not establish that GLP-1 medication alone caused the difference, they offer a further indication of the potential commercial implications for drinks manufacturers.
For beer, wine and spirits producers, the question is whether changing consumption habits could affect category demand and accelerate the shift towards lower-alcohol alternatives. However, the extent to which GLP-1 use will influence wider market sales remains uncertain.
How are drinks brands responding?
For drinks manufacturers, the challenge is how to respond to changing consumption habits and what the growing use of GLP-1 drugs could mean for their portfolios.
Diageo has told investors that any impact from GLP-1 drugs on alcohol consumption should be manageable, even if their use becomes more widespread. Carlsberg, meanwhile, told Reuters that existing data did not yet support the view that the drugs were a clear driver of beer consumption trends.
For Spanish brewer Damm, the focus is on broader shifts in consumer preferences rather than developing products specifically for GLP-1 users.
Luke White, managing director of Damm’s UK business, said: “It’s really hard for a beer company to do that because of legislative reasons and making sure your claims are right, so I wouldn’t say that we would actively pursue a GLP-1-focused strategy.”
Instead, White expects brewers to focus on categories already seeing growth, including low- and no-alcohol drinks.
“We’re quite nicely positioned where in our portfolio, in the UK specifically, the two growing areas in the category are no-and-low and world lager,” he said. “We will be spending a lot more time on the development of the low-and-no sector, be that flavour or new ABV.”
Damm’s UK portfolio includes Estrella Damm 0.0%, alongside lower-alcohol brands Rosa Blanca and Damm Lemon.
GlobalData consulting director Ivan Torossian also sees opportunities for manufacturers to adapt existing portfolios through innovation and reformulation, including low- and no-alcohol options and products with lower sugar and calorie content.
Such products could appeal to a broader audience, rather than only consumers taking weight-loss medication, as drinks companies respond to changing consumption habits.
