I SWITCHED TO DR PEPPER ..... OTHERS PROBABLY SWITCHED TO POT

Heineken slashes 6,000 jobs because Americans are giving up on beer

 

By Martha Williams 

 

Daily Mail

Feb 11, 20226

 

 

Brewing giant Heineken has announced plans to eliminate up to 6,000 jobs as part of a cost-cutting drive to compensate for weak beer sales

 

Brewing giant Heineken has announced plans to cut up to 6,000 jobs as part of a cost-cutting drive to compensate for a slump in beer sales. 

The company, which also brews Amstel and Birra Moretti, unveiled the proposal amid weaker beer demand and what it described as 'challenging market conditions'.

Heineken said it plans to reduce its workforce by between 5,000 and 6,000 positions over the next two years, affecting up to 7 percent of its 87,000 global employees. 

'We really do this to strengthen our operations and to be able to invest in growth,' finance chief Harold van den Broek said on a media call announcing the company's annual results. 

The move comes as beer loses its grip on American drinkers. On Wednesday, Heineken reported a 1.2 percent decline in total sales volumes in 2025, even though the flagship Heineken brand itself eked out gains.

The broader trend is harder to ignore. Just 54 percent of US adults say they drink alcohol - the lowest level in nearly 90 years of tracking, according to a recent Gallup survey. Even among those who do drink, many say they are cutting back.

Growing health fears and worries over alcohol's risks are keeping more young adults away from the booze, with many choosing to cut back or quit entirely. 

Meanwhile, changing tastes and trendy alternatives - from hard seltzers to spirits and alcohol-free drinks - mean beer is no longer the nation's favorite tipple.

 

The company unveiled the proposal amid weaker beer demand and what it described as 'challenging market conditions'

The major job cuts may come as no surprise for many, as Americans have noticeably been drinking less beer over the past few years

 

Beer was once associated with patriotism - drinking beer after Prohibition was seen as reclaiming an American tradition, and breweries marketed beer as 'real American' versus foreign liquors, reinforcing patriotism through advertising.

Beer became associated with quintessentially American moments like barbecues, baseball games, and Fourth of July celebrations.

Big brands like Budweiser leaned into patriotic imagery - flags, eagles, Fourth of July campaigns - making beer synonymous with American culture.

However, Budweiser found itself embroiled in controversy in 2023 after a partnership with transgender influencer Dylan Mulvaney. 

Mulvaney posted a video featuring a custom Bud Light can, aimed at attracting a younger, more diverse audience. 

Conservative figures and consumers criticized the move, resulting in boycotts, social media protests, and the physical destruction of products. 

The brand saw a $5 billion loss in market value, with sales dropping roughly 17 percent to 25 percent during the peak of the backlash. 

This was a turning point for the beer industry - America's biggest brand had managed to split the nation in two.