Heineken to cut up to 6,000 jobs as Gen Z drinks less and beer sales decline

Heineken plans up to 6,000 layoffs as beer demand falls and 2026 profit forecast is reduced

Heineken has announced plans to cut between 5,000 and 6,000 jobs over the next two years as global beer demand declines and profit growth is expected to slow in 2026.

The Dutch brewer, which employs around 87,000 people worldwide, said the reductions amount to nearly 7% of its workforce. The company owns brands including Amstel and Birra Moretti.

According to the company, the restructuring is aimed at reducing costs and supporting future investment. Finance chief Harold van den Broek said during a media call: “We really do this to strengthen our operations and to be able to invest in growth.”

Heineken also lowered its profit growth forecast for 2026 to between 2% and 6%, compared with the 4% to 8% range it had guided for 2025. Beer volumes fell by 1.2% in 2025, with Europe recording a 3.4% decline and the Americas down 2.8%.

The company’s performance reflects wider pressures across the alcohol sector. Tighter consumer spending and changing drinking habits have affected sales, particularly among younger consumers.

Gen Z is reported to be drinking less alcohol than previous generations, while health trends and increased demand for low and no-alcohol alternatives have added to industry challenges.

Other major drinks companies are also pursuing cost-cutting measures. Carlsberg has announced job reductions, and Diageo is implementing savings initiatives as sales weaken in parts of its business.

The restructuring comes as Heineken prepares for a leadership change. Chief executive Dolf van den Brink is set to step down in May, and the company is searching for a successor.

Heineken said the measures are intended to position the business for long-term stability amid shifting consumer behaviour and market conditions.