Heineken has warned pub and bar owners in Britain on their need to adapt in the face of the increased popularity of weight-loss drugs and the impact these can have on drinks sales.

The company outlined its proposals in a presentation distributed to hospitality business and seen by Reuters.

Speaking to the news agency, the brewing giant told them: “We see some changes in consumption behaviour among (GLP-1) users and will continue to monitor how these behaviours evolve in 2027.”

According to the Dutch brewery, the impact GLP-1 drugs can have in cutting a person’s want to drink could end up placing pressure on the sale of beer and cider.

The presentation also went on to advise venues in the UK, a market that performs strongly for the brewing and pub business, to do more with the promotion of smaller measures, no-and-low drinks and also food pairings.

Earlier this week Heineken also unveiled a new online service designed to allow consumers to choose the venue for their next night out.

Pubscription is pitched as a Fire TV experience that uses the familiar mechanics of streaming discovery to help people find their next night out.

Users can browse participating pubs and bars by “genre”, invite friends and also receive a weekly credit to redeem for a Heineken or Heineken 0.0.

The launch arrived as 38% of UK adults say they would “go out more often if discovering where to go was as easy as discovering something to watch”.