Heineken has given a presentation to British pubs on how to prepare for the impact of GLP-1 drugs such as Ozempic on bar sales.

According to a Reuters report, the presentation told UK hospitality owners that the use of GLP-1 medication could reduce the desire to drink alcohol and result in “fullness and fewer serves” of pints in pubs and bars.

The brewer offered advice including promoting half pints, low- and zero-alcohol options and pairing drinks with small plates of food or risk declining customer visits and spending.

A Heineken spokesperson said: “We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027.

“Consumer behaviour is evolving in response to a range of broader trends. GLP-1 is one of the developments we are monitoring.

“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.

“These behaviours are not unique to GLP-1 users. They reflect broader consumer trends towards health and wellbeing, moderation, choice and more intentional consumption that we are seeing across our markets.”

Heineken UK reported beer generated nearly £14 billion in British pubs, bars and restaurants in the year to February 2026, with less than £300 million of that coming from no- and low-alcohol beer.

Research by Circana found that after two years on the medication, households in the United States with a GLP-1 user spent about 7% less per month on alcohol and 13.5% less on beer.

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