Heineken Layoffs: Beer Giant Cuts 6,000 Jobs as Gen Z Shifts to Non-Alcoholic Beverages

Young people don't want to drink beer anymore. And Heineken just proved it.

The world's second-largest brewer announced on 11 February that it would cut up to 6,000 jobs over the next two years. That's nearly 7% of its 87,000 employees worldwide. The reason? Weak demand and a generation that's putting down the pint glass.

6,000 Workers. Two Years. One Big Problem.

Heineken's beer volumes fell 1.2% in 2025. Europe, the company's largest market, dropped 3.4%. The Americas weren't far behind at 2.8%. These aren't small dips. They're warning signs.

'We really do this to strengthen our operations and to be able to invest in growth,' finance chief Harold van den Broek said during the earnings call.

The cuts will hit workers across Europe, at headquarters, in regional offices, and throughout supply networks. Half of those eliminated roles will shift to Heineken's shared services unit. The rest? Gone.

The company is chasing $530 million (£389 million) in annual savings through the restructuring. It's also lowering expectations. Profit growth for 2026 is now projected at 2% to 6%, down from the 4% to 8% range it had previously guided. Analysts at Bernstein called the updated margins 'prudent, given the massive cost-cuts that are underway.'

Gen Z Isn't Buying What Big Alcohol Is Selling

Here's where the story gets interesting. Heineken's troubles aren't just about economics. They're about culture.

Gen Z and millennials are drinking less than any generation before them. According to research from NCSolutions, 65% of Gen Z consumers planned to drink less in 2025. Only 30% of baby boomers said the same. That's not a gap. That's a canyon.

The numbers keep stacking up. Alcohol consumption among Gen Z has dropped 25% over the past four years. Gallup data shows the share of adults under 35 who drink fell from 72% in the early 2000s to 62% today. Ten percentage points in two decades.

Why the shift? Health consciousness. Mental wellness. The 'sober curious' movement. Social media culture where being drunk isn't exactly Instagram-worthy.

Over half of Gen Z drinkers now choose non-alcoholic beers or mocktails when they go out. Another 22% say they're curious about trying them. Sober bars have opened across major cities. Dry January has turned into Dry Lifestyle.

Heineken's Bet on Zero Alcohol

The company isn't ignoring the trend. It can't afford to.

CEO Dolf van den Brink, who announced his resignation in January and will step down in June, said the company is doubling down on its non-alcoholic portfolio. Heineken 0.0 and similar products command premium pricing. They appeal to health-conscious consumers who want the social experience without the hangover.

'By extending our 0.0, we can play into premium adult natural beverages,' van den Brink said during the earnings call. The strategy makes sense. Non-alcoholic alternatives are forecast to grow by 50% in volume between 2025 and 2030.

What This Means for Workers and the Industry

For 6,000 employees, strategy talk means nothing. They're losing jobs. Brewery closures in Europe are expected. Smaller markets will be merged into 'clusters' to cut costs. Back office operations will be centralised.

Rival Carlsberg issued similar profit guidance last week. The message from both brewing giants is clear: the old playbook isn't working.

Pubs, restaurants, and hospitality venues that have long depended on alcohol sales now face pressure to adapt. The industry built on getting people to drink is learning that younger consumers simply don't want to.

Young people don't want to drink beer anymore. And the beer industry is finally listening.