Pill versions of GLP-1 weight-loss injectables have gone on sale in the US and UK and experts fear they will have a major impact on the drinks industry.

Wegovy in pill fomat went on sale in the US in January and was released in the UK earlier this month. Waiting lists are already substantial in the UK, with providers such as Chemist4U reporting over 10,000 pre-orders. 

Meanwhile, Eli Lilly has just released two GLP 1 drugs in the US in pill form—Zepbound or Foundayo—that mimic a natural hormone that controls appetite and feelings of fullness.

These once-daily weight-loss pills are cheaper than previous GLP-1 injectables at less than $US50 per month and avoid the needle phobia. One in 10 Americans are already taking GLP 1 drugs and numbers are expected to skyrocket over the next 12 months as access escalates.

A study published in The Lancet has shown GLP-1 use also curbs the desire for alcohol due to the brain’s reward centres being targeted, lowering the urge to drink.

An EY-Parthenon GLP-1 Consumer Survey also found 44% of users drank less after starting GLP-1 and 82% kept those habits even after stopping treatment.

Among drinkers who are cutting back, wine showed the steepest decline—52% reduced consumption, compared with 43% for beer and 40% for spirits.

AWRI Head of Strategy and Partnerships Anthony Robinson said: “I spent years helping build a market for premium wine. Demand you can market against is one thing. Demand a medication quietly makes disappear is another.”

How the industry is adapting

Nik Keane, chief marketing officer at non-alcoholic RTD spirits producer DioniLife, told the Spirits Strategies and Innovation Conference: “People on this medication are taking less liquid in and, the liquids that they’re choosing to have, they’re avoiding stuff that’s high in calories or high in sugar.”

According to Keane, smaller formats are an obvious innovation for brands to explore, while bars and restaurants are experimenting with tiny ’tinis, baby negronis, snaquiris (small daiquiri shots) and other mini cocktails.

“GLP-1s are taking a bite out of people’s appetites and alcohol consumption habits are changing too,” Clinton Hall owner Aristotle “Telly” Hatzigeorgiou recently told the New York Post.

“We launched our ‘teeny-weeny mini meal’ paired with a mini drink to lessen food waste and provide an affordable $8 alternative to our regular-sized menu items.”

Mini cocktails are also taking over menus across Australia. Four Pillars recently concluded its Martini Collective activation at bars in Sydney, Melbourne and Brisbane, which saw two sip Martinis paired with curated snacks unique to each venue.

Diageo launches mini cocktail range

Last month, Diageo launched The Cocktail Collection Mini Cans for the Northern Hemisphere summer. The 100ml ready-to-drink cocktail range includes Ketel One Vodka Espresso Martini, Ketel One Vodka Cosmopolitan, Bulleit Old Fashioned, Bulleit Whiskey Sour and Crown Royal Black Cherry Whisky Sour.

The Cocktail Collection initially launched in 375ml and 750ml bottles before introducing the new mini serves.

The world’s tiniest martini

Grey Goose and Virgin Atlantic joined forces to celebrate World Martini Day on 20 June by launching the world’s tiniest martini at the Virgin Atlantic Clubhouse at Heathrow Terminal 3.

Created with ultra-premium Grey Goose Altius, the Tiniest Tini is inspired by the rise of micro-indulgence and small-format serves highlighted in Bacardi’s 2026 Cocktail Trends Report.

Measuring just 25ml, the Tiniest Tini is presented in a miniature martini glass, with Clubhouse guests having the opportunity to customise their serve with a choice of tiny garnishes.