Heineken sales slump; plans to use AI to "boost efficiency" and lay off 6,000 employees

　　Dutch beer brewer Heineken is planning to cut up to 7% of its workforce in an effort to boost efficiency through artificial intelligence, following sluggish beer sales last year. The world’s second-largest beer maker released its financial report on Wednesday, showing lackluster performance.

　　In 2025, Heineken’s total annual beer sales declined by 2.4%, while adjusted operating profit grew by 4.4%. The company also announced plans to cut between 5,000 and 6,000 positions over the next two years and set a target for operating profit growth of 2% to 6% for this year. Heineken’s share price recently rose by 3.4%, with a cumulative increase of nearly 7% so far this year.

　　Outgoing CEO Van den Brink told the media on Wednesday that the results were affected by a “challenging market environment,” but overall performance remained balanced. Analysts noted in their reports that Heineken’s 2026 guidance is below the typical range but “meets buy-side expectations, is in line with peer Carlsberg, and appears cautious given the leadership transition.”

　　Regarding the layoffs, Van den Brink stated: “Driving efficiency is the top priority of our Evergreen strategy... We are committed to saving 400 to 500 million euros annually, and this is the first step in delivering on that promise.” He added that the layoffs would help the company invest in growth and premium brand building.

　　Van den Brink acknowledged that the layoffs are “partly due to artificial intelligence, or rather, digitalization.” He explained: “This is a very important part of our ‘Evergreen 2030’ strategy. Around 3,000 positions will be shifted to business services, and overall technological digitalization, especially artificial intelligence, will be a key driver for ongoing efficiency gains.”

　　The Evergreen 2030 strategy focuses on three core areas: accelerating growth, improving production efficiency, and being future-oriented. The Netherlands-based company employs 87,000 people and operates in more than 70 countries. Van den Brink will step down in May after six years at the helm, and Heineken is currently searching for a successor.

　　More AI-Driven Layoffs

　　Over the past year, AI-driven layoffs have made headlines and remain a focal point for companies and leadership heading into 2026. According to consultancy data, in 2025, artificial intelligence led to nearly 55,000 job losses in the United States. Companies citing AI as a reason for layoffs include Amazon and Salesforce. Some European firms have also referenced AI in restructuring strategies, such as Lufthansa Group and Accenture.

　　International Monetary Fund Managing Director Kristalina Georgieva said at the January World Economic Forum that artificial intelligence is “hitting the labor market like a tsunami,” warning that “most countries and companies are not yet prepared.”

Editor: Zhang Jun SF065