‘Weight-loss jabs have killed my appetite for alcohol’

“Christmas was always about having a nice bottle of wine and opening it for dinner with my family. This year, I poured myself a glass and it might as well have been poison. I couldn’t drink it,” says Anne Gould, a 67-year-old journalist living in Bury St Edmunds, who was prescribed weight-loss drug Wegovy last year and lost 20lb. “The weight loss has been amazing – I’ve got my life back. But I’ve completely lost my appetite for alcohol.”

She’s not alone. For Ben Franklin, a 46-year-old life coach from Essex, the changes since starting weight-loss drug Mounjaro, have been profound. In just three months, Franklin has lost 3st 7lb, reducing from 15st to around 11st 7lb. But it’s not just the number on the scale that’s changed but his whole lifestyle.

“Pre-Mounjaro, my life was very much about food and wine. My social life revolved around it. I used to work as cabin crew and I was always out partying,” he explains. “But now I feel nauseous if I even look at a glass of wine. It was my first dry Christmas ever. My parents were both publicans and I was brought up in a pub so I’ve always felt at home in a bar but I’m having to change the way I now socialise.”

What’s going on? It’s early days but studies suggest that people taking the “fat jabs”, officially known as GLP-1 drugs – like semaglutide (Ozempic for the treatment of Type 2 diabetes and Wegovy, which is used to manage obesity) or tirzepatide (Mounjaro) – often report drinking less alcohol. It seems the active ingredient, glucagon-like peptide-1, a natural gut hormone that regulates blood sugar and appetite, reduces the appeal of alcohol as well as food. Anecdotally, some fat-jab users are afflicted with constant feelings of nausea, likening it to morning sickness. Not surprisingly, many don’t feel inclined to open that bottle of Rioja.

Investors in the drinks industry are starting to feel uneasy. Just on Tuesday, drinks giant Diageo – which manufactures Smirnoff, Guinness and Johnnie Walker – revealed that global profits and net sales were down between April and October last year, with CEO Debra Crew blaming “a challenging industry backdrop”. It’s not altogether surprising in the context of the so-called “sober-curious movement”, which has seen many Gen-Zers choosing not to drink.

Terry Smith, the star fund manager, recently sold his shares in Diageo, citing concerns over the potential impact of weight-loss drugs like Wegovy. His move has ignited debate about whether these medications could significantly alter Britain’s drinking culture.

Recent statistics suggest changes are definitely afoot. Generally, we are drinking less alcohol in the UK with a 2 per cent drop reported between 2022 and 2023, and a further 1 per cent decline forecast for the next five years. But more targeted research in the US by Numerator, a market research company, found households with individuals on GLP-1 drugs spent 14.5 per cent less on alcohol between January and September 2023. Similarly, PwC data reveals that GLP-1 users have cut purchases in indulgent categories, including alcohol, by 11 per cent. While it’s too soon to declare a direct cause-and-effect relationship, these trends suggest that weight-loss medications might indeed be influencing consumption patterns.

“I used to always order a takeaway and have a few beers on a Friday night. But now alcohol and take-out don’t interest me anymore,” says Franklin. Instead of nights out at the pub, he and his partner now go for coastal walks during the day or enjoy gaming nights with friends. “Coffee is my only vice,” he laughs. Holidays, too, have changed: “I’m going to Egypt next month, and I won’t be drinking. I’m more interested in experiencing new culture and having an adventure than going to the bar.”

Gould also has a new lease of life. “I could easily drink half a bottle of wine a night. Now, it’s not even on my radar,” she says. She now fills her free time with active holidays, photography, and reading. “Honestly, I thought I’d miss that glass of wine at the end of the day, but I feel so much better without it. My mood is brighter, my sleep is better – it’s been an enormous shift. Without it, I feel like I’ve got back to who I really am.” She’s just started a new business helping people get to grips with AI. “Plus I’ve just booked a five-day walking holiday to Iceland and I’m training for the Three Peaks Challenge with one of my clients. I’m completely changing my life!”

In the hospitality world, some businesses are already adapting to changing consumer preferences. Mark Jones, a former pub owner in Northumberland, has seen these shifts firsthand. When he bought The Dirty Bottles in Alnwick 10 years ago, it was a traditional, “spit and sawdust” pub which didn’t serve food. Over a decade, he transformed it into a “destination pub” focused on food, rooms and experiences – festivals, book clubs and a community hub – and made it a raging success. He sold the business last week to a hospitality chain in a seven-figure deal.

“We simply adapted to what people wanted. We were selling more zero per cent lagers and similar products because people’s attitudes to health had changed so much,” he says. “They say one in six Americans is on Ozempic or Wegovy or similar weight-loss drugs and it’s affecting their thirst for alcohol. If those statistics are coming to the UK, then it will definitely have an impact.”

Jones believes that the hospitality industry needs to be agile and move with the times. “The success of hospitality is figuring out how to bring people together and then serving them what they want. It doesn’t have to be alcohol. I was only listening to the industry podcast Lock In this morning and this week’s episode was about pubs creating everything from petting zoos to in-house cinemas to diversify their offering,” he laughs.

But these adaptations come with challenges. Jones acknowledges that recent financial pressures — from rising wages to reduced business-rates relief — could make it harder for pubs to pivot. “It’s going to be tough for hospitality in general, and something like these weight-loss drugs could be the final straw for some businesses.”

Tom Khan-Lavin, CEO of the YesMore drinks marketing agency, believes it’s early days for the weight-loss drugs and the industry shouldn’t panic quite yet. “But in general, the drinks industry will have to consider this shift in consumer habits as part of a broader cultural move toward wellness as we seek ways to look after physical and mental health.

“We are already adapting to a changing appetite to alcohol with younger generations drinking far less than previous generations.”

The statistics show that the share of adults under 35 who report drinking declined by 10 percentage points over two decades, dropping from 72 per cent in 2001-2003 to 62 per cent in 2021-2023, according to a 2023 Gallup survey.

Khan-Lavin predicts that if our cravings for alcohol are curbed and societal norms shift, habitual drinking might decrease, replaced by more conscious and celebratory consumption.

“It’s less about pouring a drink at the end of a bad day or binge drinking with your mates on a Friday night and more about making alcohol a treat,” he adds. “Brands will likely focus more on creating experiences where alcohol plays a supporting role rather than being the main attraction. If the industry pivots well, it can still thrive by embracing trends towards moderation, mindfulness, and creating products that fit into a healthier lifestyle.”

The drinks industry remains resilient so far. Alcohol-free and low-alcohol options, such as Guinness Zero, are on the rise, catering to a more health-conscious audience.

Community-focused initiatives – craft classes, wellness events, and connoisseur-style tastings – are becoming part of the pub experience.

“People will always want to socialise,” says Jones. “It’s about creating an experience – the community, the connection and the theatre of it all. People will always want to get together, even if they’re drinking less alcohol.”