Heineken, the world's second-largest brewer, announced plans to eliminate between 5,000 and 6,000 positions over the next two years as weakening global beer demand and rising consumer price sensitivity force the Dutch giant to accelerate cost-cutting measures. The job reductions, representing roughly 7 percent of Heineken's 87,000-strong global workforce, form part of a sweeping initiative the company has called 'accelerating productivity at scale' under its broader EverGreen 2030 strategy. The announcement came alongside annual results showing overall beer volumes declined 2.4 percent in 2025, with particularly steep drops in Europe at 4.1 percent and the Americas at 3.5 percent.
Chief Executive Dolf van den Brink, who also confirmed his departure after nearly six years leading the company, described the operating environment as one of persistently challenging market conditions. He stated that the company remains prudent in its near-term expectations for beer market conditions and emphasized that the restructuring is essential to position Heineken for sustainable long-term growth. The brewer lowered its 2026 operating profit growth forecast to between 2 and 6 percent, down from a previously projected range of 4 to 8 percent, reflecting the depth of the headwinds facing the global beer industry.
Artificial intelligence and digital transformation will play a central role in the restructuring. Approximately 3,000 of the affected roles will be transferred to centralized business services units where technology digitization and AI-driven automation will deliver ongoing productivity savings. The company also plans to optimize its supply chain through brewery digitization and selective brewery closures, consolidating operations to reduce overhead while maintaining production capacity across its key markets.
The cuts reflect a broader trend across the global food and beverage industry, where years of inflation have fundamentally altered consumer spending patterns. Shoppers are increasingly choosing cheaper alternatives or reducing discretionary purchases, and premium beer brands that drove growth during the post-pandemic period are now facing resistance from budget-conscious consumers. Heineken's European operations have been particularly hard hit, with the continent's cost-of-living pressures dampening demand across both on-trade and off-trade channels.
Heineken shares initially fell on the results before recovering as investors assessed the scope of the cost-saving measures. Analysts noted that while the job cuts are significant, the company's willingness to take decisive action under difficult circumstances could strengthen its competitive position over the medium term. The restructuring follows similar moves by rivals across the consumer goods sector, where major companies have turned to headcount reductions and automation to protect margins amid slowing volume growth and persistent input cost pressures.
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