As weight-loss drugs gain popularity worldwide, they are not only transforming the lives of users but also reshaping habits surrounding alcohol consumption, catching the attention of the drinks industry.
For Anne Gould, a 67-year-old journalist from Bury St Edmunds, Christmas this past year was a far cry from the festive tradition of enjoying a bottle of wine. Having lost 20 pounds through the prescription of the weight-loss medication Wegovy, Gould found herself unable to drink even a glass. “It might as well have been poison,” she reflects. The weight loss, however, has been nothing short of transformative. “I’ve got my life back,” she says. “But my appetite for alcohol has completely vanished.”
Gould’s experience mirrors that of many others who have turned to GLP-1 drugs, including semaglutide (marketed as Ozempic for Type 2 diabetes and Wegovy for weight management) and tirzepatide (known as Mounjaro). These medications are designed to curb appetite by influencing a natural hormone in the gut that regulates both hunger and blood sugar. Anecdotal evidence suggests that many users, like Gould, report reduced cravings for alcohol, with some even experiencing nausea at the sight of a drink.
Lifestyle Shifts for Users
Ben Franklin, a 46-year-old life coach from Essex, has also seen dramatic changes since starting Mounjaro. In just three months, he shed 49 pounds, yet the transformation goes beyond the numbers on the scale. “Pre-Mounjaro, my social life was built around food and wine,” Franklin recalls. “I was always out partying. But now, just looking at a glass of wine makes me feel nauseous. This was my first dry Christmas ever.”
Franklin’s social habits have shifted significantly. Instead of going out for drinks, he now enjoys coastal walks or gaming nights with friends. “I’m more interested in experiencing new cultures and adventures than hitting the bar,” he adds, referencing an upcoming trip to Egypt where he plans to abstain from alcohol.
A Decline in Alcohol Consumption
This shift in behavior is not isolated. As GLP-1 drugs rise in popularity, experts are noticing a broader trend toward reduced alcohol consumption. A recent study by Numerator found that U.S. households with individuals on GLP-1 drugs reduced their spending on alcohol by 14.5% between January and September 2023. Similarly, a report from PwC revealed an 11% decline in indulgent purchases, including alcohol, by users of these medications. While it’s still early to draw definitive conclusions, these patterns suggest a significant change in drinking habits.
The trend is also reflected in broader data: the UK saw a 2% drop in alcohol consumption from 2022 to 2023, with a forecasted decline of another 1% over the next five years. Meanwhile, younger generations, especially Gen Z, continue to embrace a more health-conscious lifestyle, with many opting out of drinking entirely—a movement dubbed the “sober-curious” phenomenon.
Industry Reaction
The drinks industry is beginning to take notice of these shifting trends. Diageo, a leading global drinks manufacturer behind popular brands like Guinness, Smirnoff, and Johnnie Walker, recently reported a decline in global profits between April and October 2024, partly attributed to changing consumer habits. Chief Executive Debra Crew noted that the broader economic landscape, coupled with a rise in wellness culture, is reshaping the market.
Investor concerns are also rising. Prominent fund manager Terry Smith recently sold his shares in Diageo, citing the growing influence of weight-loss medications as a potential disruptor to the alcohol market. Smith’s decision has sparked a larger debate about whether these drugs could radically alter the UK’s drinking culture.
Hospitality Adjusts to the New Normal
In response to these changes, some businesses are adapting to cater to the evolving preferences of consumers. Mark Jones, a former pub owner in Northumberland, saw a shift in demand during his time running The Dirty Bottles in Alnwick. “When I bought the pub ten years ago, it was a traditional drinking spot. Over time, we had to adjust by offering more health-conscious options like zero-alcohol beers to meet the demands of a changing clientele,” Jones explains. “The rise of weight-loss drugs like Ozempic and Wegovy is definitely impacting the way people drink.”
Despite the challenges of economic pressures such as rising wages and business rates, Jones believes the hospitality industry must remain flexible. “People will always want to socialise. It’s about creating an experience, not just selling alcohol,” he adds. Jones recently sold The Dirty Bottles to a hospitality chain but is optimistic about the future of pubs that can diversify their offerings, such as incorporating wellness events or experiential dining.
The Future of Alcohol Consumption
Tom Khan-Lavin, CEO of YesMore, a drinks marketing agency, believes it’s still too early to predict the full impact of weight-loss drugs on the alcohol industry. However, he acknowledges that the broader cultural shift toward wellness will likely continue to influence consumer habits. “The trend we’re seeing isn’t just about weight-loss drugs. It’s part of a larger movement towards moderation, mindfulness, and healthier lifestyles.”
Khan-Lavin predicts that, as alcohol consumption becomes more conscious and celebratory, brands will adjust by focusing on creating experiences where alcohol plays a supporting role rather than being the main attraction. He notes that younger generations are already drinking less than their predecessors, and if this pattern holds, habitual drinking may decline.
Despite these trends, the alcohol industry remains resilient, with alcohol-free and low-alcohol products gaining traction. Companies like Guinness are offering options such as Guinness Zero, catering to a growing health-conscious market. Pubs are also expanding their services, with some offering craft classes, wellness events, and more social experiences that don’t center around alcohol.
“People will always want to socialise,” says Jones. “It’s not about drinking less; it’s about creating the experience and connection that people seek, no matter what they’re drinking.”
In conclusion, while weight-loss medications like Wegovy and Mounjaro are altering the way people view food and drink, the drinks industry has the potential to thrive by adapting to these shifting preferences, embracing wellness, and creating new, meaningful ways for people to connect and celebrate.
Related Topics:
Weight Loss Drugs: The Hidden Impact on Relationships and Intimacy
Surge in Demand for Weight Loss Injections as Popularity Soars
