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Millennials are Killing the US Beer Industry – Their Next Victim is Heineken

Jimmy Aki
Heineken is just the latest beer company pushed to the brink by changing drinking habits among US millennials. | Source: Shutterstock

By CCN.com: Heineken USA, the American division of Dutch global beverage manufacturer Heineken International – the world’s second-largest brewer – is gearing up for a business restructuring that will involve cutting 15 percent of its total workforce.

Honestly, did anyone not see this coming?

US Beer Giants are Downsizing en Masse

Beer companies are taking a beating in the US, which explains why a number of them are undergoing cost-cutting measures. Heineken USA is not alone in the downsizing spree. Other major beer companies that have chosen to initiate job cuts in recent months include MillerCoors, Pabst brewing, AB InBev, and Constellation Brands.

Oregon-based Deschutes, the 10th largest craft brewer in the US, also eliminated 10 percent of its total staff last December. The brewer had made expansions to its workforce after initiating some growth strategies, but they eventually resorted to the layoffs after growth outcomes failed to match their projections.

Bjorn Trowery, a spokesperson for the firm, confirmed the job cuts, saying:

“We are modifying our sales team structure to align with our strategy and to enable more efficient ways of working. This will help Heineken USA be more cost effective, and allow us to reinvest behind our brands and business in the US. While change that impacts our people is always difficult, we believe these changes will better position Heineken USA for the future.”

Read the full story on CCN.com.