Two more beers follow AB InBev into low abv

Carlsberg Export and Cobra are dropping from 5% abv to 4.8% - a week after AB InBev announced it would cut the strength of three of its biggest brands.

Carlsberg told The Grocer it would make the reduction - which will apply only to the UK version of the beer and will hit the on and off-trade simultaneously - in coming weeks “in response to market dynamics”. Sales of Carlsberg Export have crashed 8% by value to £110m and 17% by volume over the past year [SymphonyIRI 52 w/e 24 December 2011].

Meanwhile, Molson Coors is making the same cut to its 5% Cobra beer from February “as part of an investment programme to grow the brand further in 2012”, with marketing spend increasing from £3m last year to £5m.

The company said independent research had found consumers were not able to detect any change in flavour or strength and the lower abv offered “even more refreshment”.

It also admitted the duty saved by making the reduction would fund additional investment in the brand. “This is just one part of Molson Coors’ overall plan to stimulate the beer category by investing in our brands and attracting more shoppers to the beer aisle,” said Cobra Beer Partnership MD Adrian Davey.

Last week, The Grocer revealed AB InBev would be cutting the abv of its Stella Artois, Budweiser and Beck’s brands from 5% to 4.8% from the end of January. It pointed to “evolving trends” towards lower-strength beer - but industry insiders said brewers had been forced to cut abv to offset costs as retailers rejected demands for price increases.

Last year Heineken pledged to reduce the abv of one of its leading brands as part of its commitment to the Responsibility Deal, but has so far refused to name the brand.