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Posted on 02/11/2026 12:04:56 PM PST by Morgana
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.
(Excerpt) Read more at dailymail.co.uk ...
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Wrong brand.
The Heiney mini keg is genious.
Many are using their beer money to buy hamburger.
Actually, the one Heineken ad that referenced trans people seems to have backfired and got them mad at the company.
I think the problem with sales is simply that the younger people just aren’t into drinking as much as they used to be.
Heineken is skunk beer
My mother would go nuts seeing empty Heineys in the garbage
She had a 10,000 sq ft house in a good neighborhood but she wouldn’t spend THAT kind of money. Tab and rotgut scotch yes. Maybe a Budweiser but no
Youth smoke weed.
Damned stuff stinks up my whole town.
So less sex and socialization, more muslims, cannabis and social isolation.
Heinken deliberately withheld The regular Amstel from US distribution with the exception of the Virgin Islands. It would have killed Heinken sales.
Amstel would have made a positive add to their US sales.
The “Flip My Meat” homo beer pushed by the filthy degenerate Neil Patrick Harris.
I never drank beer but will usually go for a burger.
Usually?
Always here.
Bierbitzch
I’m fighting the weight battle.
It was better than the korean beer when I was over there. Only 2 beers you could get.
It’s not Americans . . . what kind of anti-alcohol people are currently populating the EUSSR?
I buy Yuengling beer.
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