E-Malt.com News article: UK: Heineken urges pubs to sell half-pints to cope with fat jabs

Heineken has urged pubs to serve more half-pints as the growing popularity of weight-loss jabs threatens beer sales, Yahoo Finance reported on October 23.

The Dutch brewing giant has warned landlords that traditional drinking sessions where people enjoy several pints could become rarer as millions turn to appetite-suppressing medication.

It has advised pubs and bars to prioritise smaller drinks, low-alcohol beers and smaller portions to avoid losing customers.

According to a presentation seen by Reuters, Heineken warned hospitality businesses that medicines such as Ozempic and Wegovy could reduce demand for beer and cider by making drinkers feel fuller and less inclined to order food and drink.

The warning comes as Britain's hospitality industry struggles with rising costs and as customers cut back on spending.

Heineken, which owns more than 2,000 pubs in Britain, said it was already detecting changes in drinking habits among people who were on weight-loss medication.

"We see some changes in consumption behaviour among users and will continue to monitor how these behaviours evolve in 2027," a spokesman said.

Research by PwC in June estimated that around three million UK adults were using weight-loss jabs. It predicted that the figure could rise to seven million as pill-based treatments become more widely available.

Separate research by KAM and Drinkaware found that people taking the medicines reduced their drinking frequency by 29pc, from 3.1 to 2.2 days a week.

Their average spending on alcohol in pubs, bars and restaurants also fell by 30pc per visit, according to the research published in March.

It is a significant threat to pubs. Beer generated almost £14bn in sales across British pubs, bars and restaurants in the year to February 2026, according to Heineken's own research. Less than £300m came from low and no-alcohol varieties.

However, the Dutch brewing giant insisted that people taking weight-loss drugs were not giving up alcohol altogether.

Its research suggested they were increasingly choosing smaller drinks, weaker beers or more expensive products rather than abandoning pubs entirely.

A spokesman said: "Our latest consumer research suggests GLP-1 users are not simply replacing alcohol. They are becoming more purposeful in their choices and broadening their preferences, including smaller quantities, lower-ABV beverages or more premium options."

The growing popularity of weight-loss jabs is also forcing food manufacturers to rethink their products as customers eat smaller portions.

Nestlé has launched a range of smaller, protein-rich meals specifically designed for people taking the medicines, while Danone has been developing products aimed at customers seeking more protein and other nutrients.


24 October, 2026