Heineken to Cut Up to 6,000 Jobs as Beer Demand Slumps

Heineken NV will eliminate 5,000 to 6,000 jobs over the next two years as the world’s second-largest brewer battles declining beer consumption in key markets.

Why the Cuts?

• Total volumes fell 1.2% in 2025

• Weak demand in US and Europe

• Consumers cutting alcohol intake for:

  • Health reasons

  • Cost-of-living pressures

Heineken, which produces brands such as Tecate and Amstel, said the job reductions are part of a broader cost-cutting effort.

The restructuring reflects structural shifts in drinking habits, not just cyclical weakness.

Industry Pressure Mounting

Brewers globally are facing:

• A long-term trend toward lower alcohol consumption

• Growth in non-alcoholic alternatives

• Inflation squeezing discretionary spending

For Heineken, this comes amid a leadership transition. CEO Dolf van den Brink recently announced he will step down after six years in the role.

Market Takeaway

• Cost discipline becomes central as volume growth slows

• Margin protection likely the near-term priority

• Industry consolidation and portfolio shifts (premium, zero-alcohol) may accelerate

Investors will watch whether restructuring improves margins without sacrificing brand strength.

Bottom Line

Heineken’s move to cut thousands of jobs underscores a broader reality:

Global beer demand is softening, and brewers must adapt to a more health-conscious and cost-sensitive consumer.

The next phase for Heineken will hinge on efficiency gains and portfolio innovation, not volume expansion.