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How to reposition alcohol brands to win against weight-loss drugs – Comment

Chris Tyas
Last updated: 24/02/2026 at 7:42 PM
By Chris Tyas
5 February 2026
6 Min Read

A recent study suggests weight-loss drugs may reduce alcohol consumption – and blunt the feeling of drunkenness when people do drink.


Looking down at feet on bathroom scales
Credit: Annushka Ahuja/Pexels

GLP-1 medication is growing fast, has become increasingly normalised and – crucially for the drinks industry – is beginning to interact with alcohol in unexpected ways.

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According to some experts, weight-loss drugs could soon be as commonplace as cholesterol-lowering statins. That might sound dramatic, but the numbers suggest otherwise. Between early 2024 and early 2025, according to a new study by University College London, an estimated 1.6m UK adults used weight-loss drugs. (For comparison, about 8m UK adults were prescribed statins over the same period.)Brands such as Ozempic and Mounjaro are fuelling a booming global industry. Morgan Stanley research estimates the global obesity drug market could reach US$150bn at its peak by 2035, up from a previous forec

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Chris Tyas
ByChris Tyas
Chris Tyas is chief strategy officer at independent creative agency Impero - the creative agency for impatient brands.
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