Bass reduces Caffrey's abv to remove threat of hangovers

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Bass has reacted to consumer feedback which showed drinkers fought shy of drinking large quantities of Caffrey's because of the hangovers it gave them. The brewer's answer has been to cut the alcohol level from 4.8% abv to 4.2%. A poster campaign emphasising the change is set to run in the summer. The brand is the fourth biggest in the take home ale market behind Boddingtons, John Smith's and McEwan's. Managing director John Holberry said it is still 20% more expensive than the leading brand and 10% more expensive than Stella Artois. One of the reasons for the difference is that Caffrey's has fewer large packs and they tend to drag down the overall price per litre. "Consumers have not been prepared to session drink Caffrey's because of the hangovers, so we are reducing the abv and making it more available in bigger packs, which will be better value and cause less of a hangover." The brewer is spending £4m on the brand this year including a sponsorship deal with the Lions rugby union team. Caffrey's will be the first beer brand to back a Lion's tour. This year the Lions are going to Australia for a three match test series in June and July. Holberry said: "I think the tour will be a big event this summer." This is the first time the brand has become involved in sponsorship. It will be seen on perimeter boards and point of sale material and there will be promotional links with the players. {{DRINKS }}

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