GLP-1s could cause beer sales to take a hit, report says

( NewsNation ) — One benefit reported by people taking GLP-1 medications is a reduction in alcohol cravings and consumption, but the drugs’ growing popularity has created new challenges for beer companies.

According to Reuters , Heineken presented a document to U.K. hospitality customers earlier this month advising that the medications could potentially change drinking habits among users. The drugs may result in “fullness and fewer serves” in pubs and bars.

“We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027,” a Heineken spokesperson told the publication.

The report noted that the company’s research found consumers increasingly choosing smaller servings, lower-alcohol beverages and premium products and that these shifts also align with broader trends focused on health, wellness and moderation.

One option Heineken advised customers to pursue is half-pints and low- and no-alcohol options, according to the news wire. Other brewers, including Diageo, Carlsberg and Damm, all had differing opinions on Heineken’s warning.

“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,” Luke White, Damm’s managing director of UK business, told the outlet.

“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 continued. “We will be spending a lot more time on the development of the low-and-no sector, be that flavor or new ABV.”

The report also stated that Drinkaware and KAM found that people using GLP-1 medications spent 30 percent less on alcohol when visiting pubs, bars and restaurants, while their weekly spending on alcohol for home consumption fell by 22 percent.