A new generation of highly effective weight loss injections, nicknamed “skinny jabs,” is causing ripple effects far beyond the waistlines of those taking them. Drugs like Wegovy and Ozempic, which contain the active ingredient semaglutide, along with Mounjaro, which contains tirzepatide, are proving to have a surprising side effect – a significant decrease in alcohol consumption among users.
This phenomenon is already being felt by the drinks industry, with some major investors beginning to shed their stakes in alcohol companies out of concern for long-term disruption to the sector. Terry Smith, manager of the £29bn Fundsmith Equity fund, recently sold the fund’s position in drinks giant Diageo, citing the potential negative impact of weight loss drugs on alcohol sales over time.
The Science Behind Skinny Jabs
While the exact mechanisms are still being studied, researchers believe that semaglutide and tirzepatide may work on the brain’s reward pathways, dampening the desire for alcohol along with reducing appetite. Many users report that the drugs make them feel ill when consuming alcohol, leading to a conditioned avoidance response.
My alcohol intake has plummeted. Since taking Wegovy I hardly ever crave a drink when I get home. When I used to go out with friends, I was nearly always the last one standing; now I’m leaving two hours before closing.
– Hannah, Wegovy user
From Pints to Pounds
The potential market for weight loss injections is vast, with analysts projecting it could reach $100 billion globally by 2033. If even a fraction of those users experience a similar drop in alcohol desire as current patients, it could spell a significant hit to drinks companies’ bottom lines.
- Semaglutide drugs like Wegovy are used by 81% women
- However, 78% of alcohol is consumed by men
While the current demographics taking weight loss injections skew female, compared to the male-dominated alcohol consumer base, adoption by more men could compound the effect on drinks companies. Some analysts remain skeptical of the long-term impact, though, noting the high cost of the drugs may limit uptake to only those with pressing health needs.
A Sobering Future for Alcohol Brands?
For now, the drinks industry will be closely watching the rollout and adoption of this new class of weight loss blockbusters. Companies may need to explore alternative product lines, such as no- and low-alcohol variations, if they find their core offerings under pressure. Premium brands may prove more resilient under a “drink less but better” approach by consumers.
For me the glorious feeling of a big hit of an ice-cold gin and tonic entering my bloodstream was one of the joys of summer.
– Barry Gyseman, semaglutide trial participant
But if the weight loss juggernaut continues to gain steam, Happy Hours may get a whole lot less happy for drinks brands in the years ahead. With skinny jab users gleefully shedding pounds while shelving pints, alcohol producers may need to go on a diet of their own – trimming revenue forecasts to reflect a marketplace in which consumers think twice before bellying up to the bar.
