Heineken's Europe chief turns to cost cuts and alcohol-free beer as consumption falls

European beer consumption has declined 9.2% since 2019 and fell 3.2% in 2025, according to Brewers of Europe, with Heineken's Europe president citing price inflation and structural decline. Heineken is cutting up to 6,000 jobs globally under its EverGreen 2030 plan, aiming to save up to €500 million annually, and is pushing alcohol-free beer. Europe accounts for 38.4% of first-half sales but only a quarter of operating profit, making cost reductions a priority.

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European beer demand has weakened over several years, with the region's intake down 9.2% from 2019 and 3.2% lower in 2025, according to Brewers of Europe. Heineken's Europe president, Glenn Caton, attributes part of the decline to higher prices, while also describing beer in Europe and the U.S. as facing long-term contraction.

Heineken plans up to 6,000 global job cuts over two years under EverGreen 2030, targeting annual savings of up to €500 million. Roughly 3,000 roles were removed in the first half of 2026, with Europe expected to absorb a large share. The company is also consolidating nine European country businesses