Beer is more than just a drink, it can bring people together, claims Dolf van den Brink, CEO of Heineken. Speaking to the Financial Times, he said that in an era where isolation and mental health challenges are the new normal, beer’s qualities as a “social lubricant” could be a key part of discussions about alcohol.
Heineken boss on ‘social role’ of beer
On Thursday, the Dutch brewing giant announced a five-year plan aimed at boosting beer sales. Like many alcohol producers, the company has struggled with weaker consumer demand in recent years. Shares have dropped by a fifth compared to their 2023 peak. “In this time of loneliness and a mental health epidemic, beer’s role in bringing people together is important to make part of the public debate,” van den Brink told FT a day after.
According to the World Health Organisation (WHO) beer and other alcoholic beverages are not considered safe for health. In a 2023 statement, the WHO claimed that even small or “moderate” amounts of alcohol can be harmful. Alcohol is classified as a “carcinogen,” meaning it can cause cancer, and no safe limit exists.
At a time when health authorities around the world are warning about alcohol risks, Heineken claims that moderate drinking also has a social purpose. According to Brink, the relationship between alcohol and health is complex and deserves a balanced conversation. “We do believe that it’s not always reported in a balanced way,” he said, adding, “because the relationship between alcohol and health is complex.”
The company’s CEO gave historical examples of people drinking beer together in Mesopotamia and Egypt, showing that beer has long been a part of social life. “Beer is one of the oldest, if not the oldest, consumer goods category,” he said. Heineken now also offers non-alcoholic beers, giving people a way to enjoy social moments without consuming alcohol. Keeping urban loneliness in mind, especially in crowded cities, the company has launched “Rooftop Revival,” events that turn unused rooftops into lively social spaces. “There is a legitimate debate in society now about the effect of moderate consumption of alcohol, including beer, on health. And again, we believe that needs to be a balanced and nuanced discussion,” he told FT.
What the WHO says about beer and alcohol
According to the World Heath Organisation, risks associated with alcohol include: Certain types of cancer (such as breast, liver, and colon cancer), Heart disease and stroke, Liver cirrhosis, Mental health disorders, etc.
“Alcohol is a toxic, psychoactive, and dependence-producing substance and has been classified as a Group 1 carcinogen by the International Agency for Research on Cancer decades ago, this is the highest risk group, which also includes asbestos, radiation and tobacco,” WHO said in a statement.
... Wut? Who thought this was a good idea in the first place 😭