Carling is to reduce the abv of its core namesake lager from 4% to 3.4% in a bid to stem sliding sales.
The move – which will take effect in the off-trade from October – comes after Carling launched a 4.8% “premium” British lager, Carling Black Label, earlier this year,
It comes with sales of Carling having suffered several years of steep declines, as shoppers have moved away from mainstream lager in favour of posher, Continental-style brews. Value sales have declined by 15.6% to £232.8m over the past year, on volumes down 15.9% [NIQ 52 we 18 April 2026].
The reduction in abv moves Carling into a lower duty bracket for beers between 1.3% and 3.4% abv. Beers in this duty bracket are taxed at a rate of £9.96 per litre of pure alcohol in the finished product, compared with £22.58 per litre of pure alcohol for brews between 3.5% and 8.4% abv.
Carling would still deliver the same “perfectly balanced and refreshing” taste, despite its lower abv, brand owner Molson Coors insisted.
Consumer testing
“Extensive consumer testing has shown that the 3.4% liquid delivers the taste consumers expect from Carling – with the 3.4% lager ranking higher for overall taste,” it said.
Meanwhile, the recent launch of Carling Black Label would offer “drinkers the opportunity to trade up to a premium British lager with trusted brand heritage”, it added.
“Across the grocery and convenience channels, we’ve seen a significant shift in the way shoppers engage with the lager category,” said Ryan McLaughlin, brand director for Carling at Molson Coors. “Consumer expectations are evolving, and our research shows that a balanced range including familiar, trusted favourites plays a notable role in shaping purchasing decisions.
“Through these changes and ongoing investment in our Carling brand family, we’re giving our customers solid, trusted lager options from Britain’s leading core lager brand.
“The range offers accessibility and familiarity, and that premium trade-up opportunity, enabling retailers to serve the full spectrum of core lager drinkers and drive incremental value.”
Carling is the latest in a long line of beers to be watered down to 3.4% abv, with Foster’s, Coors, Grolsch, Amstel, John Smith’s and Carlsberg all making the change since the change to duty rates took effect in August 2023.
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