‘The role of Ozempic isn’t just about reduced consumption, it’s about a shift in values’
Weight loss medications are quietly reshaping how and why people drink, pushing alcohol towards a more selective and health-aware future. James Bayley asks whether health can be pursued without losing autonomy.
The rise of GLP-1 medications such as Ozempic is no longer a background murmur for the drinks trade. It is becoming a decisive force in how consumers approach alcohol, according to Tom Bell, founder of low-calorie alcohol retailer DrinkWell.
“We’re beginning to see signs that Ozempic and similar medications are reshaping drinking habits in the UK,” Bell told the drinks business. “I’ve spent years tracking how health-driven behaviours influence alcohol consumption, and this is one of the most notable shifts yet.”
Bell said that consumers using appetite-suppressing medications are drinking less often and choosing more carefully when they do. According to Bell, lower sugar, fewer calories and transparency around ingredients are now key drivers, with DrinkWell seeing a soar in popularity for products positioned around wellness rather than abstinence.
“This change accelerates a trend we’ve championed since day one,” Bell said. “People don’t necessarily want to cut alcohol out altogether, but they do want choices that fit better with their wellbeing goals.”
An industry playing catch-up
Bell believes the alcohol sector has lagged behind soft drinks when it comes to health-conscious innovation.
“While the functional and better-for-you soft drinks category has been inundated with innovation in recent years, the alcohol sector is still years behind,” he said, adding that the continued rise of GLP-1 medications will force long overdue change across drinks and hospitality.
“The role of Ozempic isn’t just about reduced consumption, it’s about a shift in values,” Bell said. “It’s one our industry needs to stay ahead of.”
His views echo wider market data. As reported by the drinks business in November 2025, a Gallup survey found that US alcohol consumption fell to its lowest level since records began in 1939. Health warnings from organisations including the World Health Organisation and the US Surgeon General have weighed particularly heavily on Generation X.
For millennials and Gen Z, alcohol’s appeal has waned further, influenced by teetotal celebrities, non-alcoholic alternatives, cannabis and the uptake of weight loss drugs.
“We’ve seen four times the impact of the financial crash on alcohol consumption,” said Laurence Whyatt, analyst at Barclays. “The market believes there’s been some sort of structural change.”
Festive drinking under medical scrutiny
As Christmas approaches, medical professionals are offering practical guidance for those combining alcohol with GLP-1 treatments.
Dr Giuseppe Aragona, medical practitioner at Prescription Doctor, told the drinks business that moderation is essential. According to Aragona, excessive drinking can worsen common GLP-1 side effects including nausea, acid reflux, dizziness and vomiting, while also increasing the risk of low blood sugar when appetite is reduced.
“Gastric emptying occurs more slowly among those taking GLP-1 medications,” he said, explaining that alcohol can feel stronger and more unpredictable than expected.
Aragona warned of a “perfect storm” created by slowed digestion, reduced appetite and high-calorie festive drinks, which can lead to faster intoxication, more severe hangovers and gastrointestinal upset.
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What to avoid and what to choose
To reduce risk, Aragona advised limiting or avoiding drinks such as Baileys, sweet cocktails, beer, lager, Guinness, sherry, port, creamy festive cocktails and sour mix cocktails.
Better tolerated options in moderation include gin with slimline tonic, prosecco or Champagne, vodka with soda and lime, dry white wine, light spritzers and non-alcoholic festive alternatives.
Food pairing also matters. “Even a small snack can lower the risk of low blood sugar and lessen the gastrointestinal impact of alcohol,” Aragona said.
Dr Debra Marcos, medical director at Weight Medics, told the drinks business that alcohol and GLP-1s both slow digestion, making stomach discomfort and blood glucose drops more likely when combined. Marcos advised avoiding sugary mixers and cocktails and listening closely to physical responses such as increased heart rate or digestive discomfort.
Mindful luxury moves upmarket
The Ozempic effect is also reshaping fine dining, according to Palm PR. The agency has identified indulgence with intention as a defining theme for 2026, with smaller appetites driving portion-flexible menus and slower-paced experiences.
For instance, Otto’s in London now offers small appetite menus, while Heston Blumenthal’s Fat Duck is focusing on mindful, bite-sized tasting experiences. New openings such as Island are building portion flexibility into their core concept.
Emily Keogh, founder of hospitality pr agency Palm, told the drinks business that Ozempic is part of a broader shift.
“Whether it’s portion flexible tasting menus, indulgent hot chocolate, premium dairy or functional comfort rituals, consumers want experiences that feel joyful, high quality and purposeful,” she said.
Bars feel the squeeze
The impact is already visible at street level. As reported by the drinks business, the owner of Dallas wine bar Trova Wine and Market cited Ozempic as one factor behind its closure in January 2025.
Owner Michelle Bonds told Dallas Morning Post that while protein-rich food sales found some traction, alcohol consumption and food orders per customer fell as more patrons used the drug.
Dopamine and desire
Scientific research suggests a biological explanation. Pharmacologist Elizabet Jerlhag at the University of Gothenburg found that GLP-1 drugs reduced alcohol consumption in rats by over 50%. Studies indicate the drugs suppress dopamine release when alcohol is consumed, dulling the brain’s reward response.
Christian Hendershot, psychologist at the University of North Carolina, described this as a “pretty strong signal” while leading clinical trials into how GLP-1 drugs alter drinking habits.
Ozempic is increasingly framed as a shortcut to better health, but its growing influence raises questions. A lifestyle shaped by medication rather than choice can feel compliant rather than genuinely healthier.
Alcohol abstinence, too, is being cast as a moral good, despite centuries of evidence that moderation, context and quality matter more than simple exclusion. Cutting out drinking does not automatically lead to better nutrition, stronger social bonds or improved mental wellbeing, and in some cases may strip away rituals that bring balance and pleasure. The real challenge for the drinks trade and for consumers is not whether Ozempic or sobriety will save us, but whether health can be pursued without losing autonomy.
In February 2026, the drinks business will publish a more detailed analysis of Ozempic and its impact on the drinks trade.
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