Beer consumption in Europe fell 3.2% in 2025 and is down 9.2% since 2019, according to trade body Brewers of Europe. Facing this structural decline, Heineken, the world’s second-largest brewer, is focusing on cost cuts and announced plans to eliminate up to 6,000 jobs globally over two years under its EverGreen 2030 strategy, aiming to save 500 million euros annually. Europe accounts for nearly 40% of the group’s first-half sales but only a quarter of its operating profit, prompting Heineken to consolidate by merging nine country businesses into four multi-country operating units. In parallel, the group is betting on alcohol-free beer, with volumes rising 12% in the first half of 2026, and denies that the strategy has slowed despite nine months without a permanent CEO.
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