Heineken Cuts Costs as Europe’s Beer Market Falls Below 2019 Levels

Heineken is cutting costs and reorganizing its European operations as beer consumption in the European Union remains below 2019 levels, while low- and no-alcohol products gain ground.

EU beer consumption fell 3.2% in 2025 from the previous year and was 9.2% below 2019 levels. EU beer output also contracted, down 2.9% from 2024 and 8.6% from 2019.

The brewer is addressing the pressure through its EverGreen 2030 strategy, which combines cost reductions, organizational simplification and investment in products designed for consumers who are reducing or avoiding alcohol.

Heineken reduced its workforce by approximately 3,000 full-time-equivalent positions in the first half of 2026, excluding the impact of acquisitions and disposals. It also brought nine European operating companies into four multi-market organizations.

The company has set a global two-year workforce-reduction target of approximately 5,000 to 6,000 roles and expects gross savings toward the upper end of its €400 million to €500 million medium-term target. Heineken forecasts operating profit growth of 2% to 6% in 2026.

Low- and no-alcohol volumes rose 12% in the six months ended June 30, 2026. Heineken’s total volume increased 1.6% during the period, although European net revenue was nearly unchanged at €5.697 billion, compared with €5.690 billion a year earlier.

Europe generated €580 million in operating profit during the first half. Globally, Heineken’s licensed volume increased 23.2%, while consolidated volume rose 0.4%.

The figures show global volume growth alongside nearly unchanged European revenue, while Heineken continues to expand licensed and low- and no-alcohol products.