Heineken is laying off up to 6,000 staff after beer demand continued to fall, with the company warning that profit growth will slow in 2026. The move comes as alcohol sales struggle globally and younger generations, including Gen Z, drink less than previous age groups.
According to Reuters, Heineken will cut between 5,000 and 6,000 roles from its 87,000-strong global workforce over the next two years, close to 7% of staff.
The Dutch brewer, which also owns Amstel, Birra Moretti, and more, said the job cuts are for cost savings and future investment. Finance chief Harold van den Broek said on a media call: “We really do this to strengthen our operations and to be able to invest in growth.”
Heineken also lowered its 2026 profit growth expectations to between 2% and 6%, compared to the 4% to 8% range it had guided for 2025. Beer volumes fell 1.2% in 2025, with Europe down 3.4% and the Americas down 2.8%.
The slowdown reflects broader challenges across the alcohol industry. Sales have been hit by tighter consumer spending and a shift in drinking habits, particularly among Gen Z consumers, who are drinking less alcohol than previous generations. Health trends and the rise of low and no-alcohol alternatives have also added pressure.
Rival brewer Carlsberg has also announced job cuts, while drinks giant Diageo is pursuing cost savings as sales weaken across parts of the sector.
The restructuring comes as Heineken searches for a new CEO following the resignation of Dolf van den Brink, who will step down in May.
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