A sustained downturn in beer sales is forcing Heineken to cut between 5,000 and 6,000 jobs worldwide—close to 7% of its global workforce— according to multiple news reports.
The Dutch brewer said on 11 February 2026, that total beer volumes fell 2.4% across 2025, underscoring mounting pressure in several of its core markets. Weak demand in Europe and other developed economies weighed heavily on performance, as consumers faced tighter household budgets and shifting spending priorities, the reports said.
At the same time, changing drinking habits are reshaping the industry. Younger, more health-conscious consumers are cutting back on alcohol, a trend that has steadily eroded traditional beer consumption, which is a structural shift.
The layoffs form part of Heineken’s two-year “EverGreen 2030” strategy, an efficiency drive designed to streamline operations and lift productivity. The plan includes broader use of AI, deeper digitization of brewing facilities, and supply chain optimization—moves executives say are necessary to stay competitive in a slower-growth environment.
Job reductions will be rolled out over the next two years, with most cuts concentrated in Europe—excluding the Netherlands—and in non-core markets. Around 400 positions are set to be eliminated at the company’s Amsterdam headquarters, and select brewery closures are also planned, according to coverage of the announcement. In addition, roughly 3,000 roles are expected to shift into centralized business services, where AI tools and digital systems will take on a larger share of routine functions.
Financial guidance has also been revised. Heineken lowered its 2026 operating profit growth forecast to between 2% and 6%, down from the 4% to 8% range it had targeted for 2025. The downgrade reflects ongoing uncertainty about consumer demand and the pace of recovery in key markets.
The restructuring news comes just months after Heineken confirmed that CEO Dolf van den Brink will step down in May 2026, marking a leadership transition at a time of significant operational change.
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Naresh Khanna – 10 February 2025
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