Heineken To Cut 6,000 Jobs Worldwide As Consumers Drink Less Beer, Plans AI Restructuring

Multinational brewing giant Heineken has announced plans to cut up to 6,000 jobs globally over the next two years, which is roughly 7 per cent of its total workforce, as it grapples with weaker beer consumption across key markets.

The Dutch brewer, which owns brands such as Heineken, Amstel and Tiger, said the move is part of a broader effort to improve efficiency amid "challenging market conditions." The company currently employs around 87,000 people worldwide.

Heineken reported that its total beer volumes fell by 2.4 per cent in 2025, reflecting softer demand from consumers in major markets. Despite the drop in volumes, adjusted operating profit rose 4.4 per cent, indicating that the company has been able to protect margins through pricing and cost controls.
The planned job cuts will affect both brewing operations and white-collar roles. According to Chief Financial Officer Harold van den Broek, some reductions will be concentrated in Europe and other non-priority markets where growth prospects are limited. Additional cuts will stem from previously announced restructuring initiatives targeting Heineken's supply chain network, head office functions, and regional business units.

The layoffs come as part of a broader post-pandemic slowdown in beer consumption, particularly in the United States and Europe. During the pandemic, at-home drinking boosted sales, but demand has since moderated as consumers face higher living costs and shift spending habits. The slowdown has also led to leadership changes at the company.

Last month, Heineken surprised investors by announcing that Chief Executive Officer Dolf van den Brink will step down in May. Van den Brink had been under pressure to accelerate growth and improve productivity after some investors criticized the company for becoming less efficient.

Heineken has forecast slower profit growth of between 2 per cent and 6 per cent for the coming year, compared with its earlier outlook of 4 per cent to 8 per cent growth for 2025. The more cautious forecast reflects ongoing economic uncertainty and continued pressure on consumer spending.

Speaking about the restructuring to CNBC, Van den Brink said productivity remains central to Heineken's "EverGreen" strategy. The company has committed to achieving annual savings of between 400 million euros and 500 million euros (approximately $476 million to $600 million). He described the job reductions as an initial step toward delivering on that commitment.

The cost savings, he added, will allow the company to reinvest in future growth and strengthen its premium brand portfolio.

Van den Brink also acknowledged that digitization and artificial intelligence are contributing factors behind some of the workforce reductions. Around 3,000 roles will be transitioned into centralized business services, where increased automation, digital tools and AI are expected to drive long-term productivity gains.

The announcement adds to a growing wave of corporate restructuring linked to automation and AI adoption. In the United States alone, artificial intelligence contributed to nearly 55,000 layoffs in 2025, according to data from consulting firm Challenger, Gray & Christmas.