{
  "id": 12864409,
  "title": "Europeans are drinking less beer. Heineken’s Europe boss has a plan to avoid a brewing hangover",
  "url": "https://urgent.news/2026/10/08/europeans-are-drinking-less-beer-heinekens-europe-boss-has-a-plan-to",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-08T11:49:19.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/10/08/europeans-are-drinking-less-beer-heinekens-europe-boss-has-a-plan-to-avoid-a-brewing-hangover/"
  },
  "original_language": "en",
  "account": "Europe's beer consumption has been on the decline, with a 3.2% drop in 2025 and a 9.2% decrease since 2019, according to the Brewers of Europe. This slump is attributed to sober-curious Gen Z drinkers and weight-loss drugs like Ozempic. Heineken's Europe president, Glenn Caton, attributes part of the problem to price inflation, noting that consumers have been drinking less as a result. Heineken raised draught beer prices in Britain twice in 2025, leading to an average pint costing £5.34 in April. Despite returning to growth in 2026, Europe remains a struggling region for Heineken, with beer sales and volumes falling. Caton is focusing on cost-cutting measures, including a plan to cut up to 6,000 jobs globally over the next two years. Heineken is also making strides in non-alcoholic beer, launching Heineken 0.0 in 2017 and expanding its range of alcohol-free options to better cater to consumers looking to moderate their drinking.",
  "summary": "As Heineken battles falling beer sales, its European president is hoping that cost cuts, a restructure, and a push into alcohol-free beer can help slow the decline.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Bloomberg",
        "title": "Odd Lots: Europe may be falling behind. Working less isn’t why",
        "url": "https://urgent.news/2026/10/08/odd-lots-europe-may-be-falling-behind-working-less-isnt-why",
        "published": "2026-10-08T12:25:33.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}