Heineken said it will reduce up to 7% of its workforce, or roughly 5,000–6,000 roles, over the next two years to improve efficiency through AI-driven and digitization initiatives. The announcement follows a 2.4% decline in total beer volumes in 2025, although adjusted operating profit rose 4.4%. The company is targeting 2%–6% operating profit growth in 2026.
Outgoing CEO Dolf van den Brink highlighted that the cuts are part of Heineken’s EverGreen 2030 strategy, which focuses on accelerating growth, increasing productivity, and preparing the business for the future. About 3,000 roles will shift to business services, where AI and digital tools will help deliver ongoing productivity savings. The company expects annual savings of €400–500 million ($476–600 million).
Heineken’s workforce currently totals 87,000 employees across more than 70 countries. The move reflects a broader trend of AI-driven workforce reductions, which contributed to more than 55,000 layoffs in the U.S. in 2025. Other major companies citing AI in their workforce changes include Amazon, which plans to cut 16,000 corporate roles; Pinterest, reducing around 780 jobs to focus on AI; and European banks, which could eliminate more than 200,000 positions by 2030. Analysts and IMF officials have warned that AI’s rapid adoption is reshaping labor markets globally, accelerating automation, and creating pressure on both corporate and back-office roles.
