As use of glucagon-like peptide-1 (GLP-1) weight-loss medicines expands, Heineken has urged U.K. hospitality customers to reconsider serving sizes and food choices, citing possible pressure on beer and cider demand, Reuters reported.
A company presentation sent to hospitality businesses in October recommended half-pints and more low- and no-alcohol drinks. It also proposed offering smaller food dishes with drinks. The presentation warned that venues could see fewer visits and lower spending as use of the medicines grows, Reuters reported.
Circana tracking cited by Reuters compared U.S. households with a GLP-1 user against households without one from 2024 to 2026. After two years, monthly alcohol spending in the tracked households was about 7% lower; beer spending was down about 13.5%.
In the U.K., beer sales at pubs, bars and restaurants were nearly £14 billion in the year to February 2026, according to a Heineken UK report. Sales of no- and low-alcohol beer accounted for less than £300 million, the report said.
Reuters also reported that 10 of 11 GLP-1 users it interviewed had cut back on drinking. Some described discomfort or feeling unwell after drinking, while others said they had less desire for alcohol. Heineken’s presentation linked potential sales pressure to users feeling full and ordering fewer drinks.
The change would add to an existing challenge for drinks companies: Reuters noted that alcohol sales have fallen in some major markets as consumers reduce drinking for health and economic reasons. Heineken said the presentation was part of its regular engagement with U.K. hospitality businesses. It said its product range is well positioned for demand for smaller servings, lower-alcohol drinks and premium choices, and that it would monitor how users’ consumption behavior evolves in 2027.
Other companies have described the possible impact cautiously. Diageo told investors it expects any effect to be manageable if use spreads further. Carlsberg told Reuters the available evidence did not yet show the medicines to be a clear driver of beer-consumption trends. Anheuser-Busch InBev declined to comment.
