Business

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

by Rob Taub - 10/28/26 2:39 PM ET

by Rob Taub - 10/28/26 2:39 PM ET

NOW PLAYING

(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…