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Top alc bev execs have often minimized or even denied entirely the effect of GLP-1 drugs on alc bev consumption. But with 1 in 8 adults taking them and almost 1 in 5 (18%) having tried them as of Nov 2025 (in KFF poll), such huge numbers must have some effect, however difficult to quantify. Key demographic stats limit downside; only 4% of 18-29 yr-olds are taking GLP1's. So that means a tiny % of historically the largest quantity drinking cohort taking GLP-1 drugs. In contrast, 22% of 50-64 yr-olds were taking them in Nov. And that's almost certainly higher now. A Michigan consulting firm called Upland Strategy, which has done work for large CPG firms like Pepsi and Kellogg, conducted a survey in Mar 2026 of 1,600 consumers, including 1,000 GLP-1 users, 300 who are strongly considering and 300 lapsed users. And some of its findings are startling. "The Desire to Stop Drinking Was Already There" One of the survey's key findings is that for many GLP-1 users "the desire to stop drinking was already there." Of the 300 considering taking such drugs almost 40% "expect to drink less" and almost 30% are already "actively trying to drink less." Importance of this finding was emphasized to INSIGHTS by Upland principal Mary Jo Hardy, who knows alc bev space well since she previously spent 16 yrs at FIFCO USA, leading strategy and insights team there for yrs. What about those 1,000 folks in survey who are taking the drugs? Fully 37% are "drinking less alcohol since starting GLP-1" and another 14% "have stopped drinking entirely," per survey. Even for those who are "lapsed users" over a quarter continue drinking less. The implication is that "GLP-1 exposes a pre-existing issue with alcohol that consumers are actively trying to change."GLP-1 Fosters "Identity Transformation"; Consumers More "Confident" and "In Control" GLP-1 is the "tipping point" in a "power shift between brands and consumers" that has been "building for years," according to Upland. "For decades, CPG leaders have adapted to a more informed, more influential, more demanding consumer. Now consumers have something new - the power to opt out of choices they used to make on auto-pilot." With GLP-1 drugs "food noise & cravings" are reduced and "positive emotions increase" as "consumers are now able to resist the irresistible," Upland says. In fact, half of current users cite "feeling better about themselves emotionally as the main reason GLP-1 matters in their life right now." This isn't a "diet. It's an identity transformation," Upland emphasizes. "A new sense of self is emerging" with 73% of current users feeling "more in control" and 68% feeling "more confident since starting GLP-1."Beer Needs "New Playbook" to Drive Category Relevance, "Reclaim" Beer's "Social Connection" Given these big changes in consumer attitudes, the beer category too "needs an identity transformation," sez Mary Jo. It's gotta figure out "how strong is loyalty" and acknowledge a "values misalignment," i.e. come to terms with "how many consumers are trying to drink less/stop drinking" and "how many consumers don't see a clear fit for beer in their aspirational lifestyle." As "adoption of GLP-1 increases&hellip; the benefits of NOT drinking beer will become part of a larger conversation," predicts Upland. Then "what happens to relevance? Sales? Retail support?" Beer needs "a new playbook" where beer can "distance itself from negative emotions and align with positive ones." To do that, Upland sez beer "needs to drive relevance at the category level." Beer "has a real and present opportunity to rebuild emotional connection&hellip; Beer is what brings communities together." That includes beer's "ownership over social connection," beer as category "best positioned to leverage local" and its "legacy as a 'community convener.'"

GLP-1 Drugs and Alcohol: About Half of Users Cut Back or Quit, Sez Upland Study

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