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.…