In an unexpected intersection of healthcare and hospitality, a Dallas wine bar has cited the rising use of the weight-loss drug Ozempic as a contributing factor in its closure. Trova Wine and Market will shut its doors on 18 January after four and a half years in business, with owner Michelle Bonds pointing to shifting consumer habits — including a sharp decline in alcohol consumption — as a major reason behind the decision.

While several factors were involved in the bar’s financial struggles, Bonds specifically noted the influence of Ozempic among her customer base. “I do have a lot of patrons who openly talk about the addition of Ozempic to their lives,” she told the Dallas Morning Post. “We saw some traction when we marketed our salads as having 30g of protein with added chicken, as those taking the drug need higher protein intake. But at the same time, we saw a decrease in alcohol consumption and the amount of food ordered per customer.”

Despite having “the bones of an amazing business,” Bonds felt that signing on for another five-year lease didn’t make sense in the current climate.

What is Ozempic and how does it work?

Ozempic, a brand name for the drug semaglutide, was originally developed to treat Type 2 diabetes. It belongs to a class of drugs called GLP-1 agonists, which help regulate blood sugar by increasing insulin production and slowing digestion. Over the last few years, however, Ozempic has become widely known for its off-label use as a weight-loss aid.

One of the drug’s more surprising side effects is a reduction in appetite — and that includes appetite for alcohol. With usage expanding rapidly across the U.S., this change in behaviour is beginning to ripple into the food and beverage sector.

The growing link between Ozempic and reduced alcohol consumption

A report from Moody’s Ratings in 2023 projected that as many as 30 million Americans could soon be taking GLP-1 drugs like Ozempic. With such widespread use, any shift in consumption habits is likely to have a measurable economic impact. The drinks industry, particularly bars and wine-focused venues, may be among the first to feel it.

Scientific research is beginning to explain why. Swedish pharmacologist Elizabet Jerlhag has spent years studying GLP-1 agonists and their impact on alcohol consumption in rats. In over a dozen studies, she observed that rodents given the drug drank more than 50% less alcohol. “We see a reduction by over 50%, which is quite dramatic,” she said.

This phenomenon isn’t limited to animals. Christian Hendershot, an addiction researcher at the University of North Carolina, is leading clinical trials to examine how Ozempic and similar drugs affect drinking and smoking habits in humans. “It does seem like there’s a pretty strong signal here,” he noted.

Dopamine, pleasure, and the shifting psychology of drinking

At the core of the alcohol-Ozempic connection lies dopamine — the brain’s reward chemical. Drinking alcohol normally triggers a release of dopamine, resulting in feelings of pleasure that encourage repeat consumption. But GLP-1 drugs appear to suppress this reward response. In both animal and human studies, alcohol consumed while on Ozempic produces less dopamine, weakening the pleasure link and reducing the desire to keep drinking.

This neurological change helps explain why some users of the drug report a natural disinterest in alcohol. As Bonds observed at Trova Wine and Market, regular customers began eating and drinking less, even as they continued to visit.

Ozempic’s rising presence in the U.S.

According to 2024 data from private insurers, including Medicare and Medicaid, Ozempic prescriptions are most prevalent in Kentucky (21 per 1,000 people), followed by West Virginia, Alaska, Mississippi, and Louisiana. States with the lowest prescription rates include Rhode Island (3.7 per 1,000) and Massachusetts (4).

Importantly, these numbers only reflect prescribed doses. The actual number of users may be significantly higher, as Ozempic is frequently obtained outside of formal medical channels, especially for cosmetic weight loss.

The wider implications for the wine industry

As drugs like Ozempic become more widely adopted, the hospitality sector—particularly venues focused on wine and food—may need to rethink traditional business models. While it’s unlikely that alcohol will vanish from the cultural landscape, the sharp reduction in consumption among Ozempic users could continue to affect per-guest spend, particularly in upscale or wine-driven establishments.

For now, Trova’s closure serves as an early case study in how broader health trends can unexpectedly intersect with the drinks trade. And as GLP-1 drugs gain ground, wine bars and restaurants may need to pivot—not just in menu offerings, but in understanding a customer base that’s evolving in more ways than one.