Heineken UK is to reduce the strength of its Foster’s lager to 3.4% abv to take advantage of duty savings offered on weaker beers.
The move to reduce Foster’s strength from 3.7% to 3.4% abv would allow HUK to “realise value in its portfolio”, the brewer said in a statement.
“The updated strength… allows customers to benefit from more competitive pricing as inflationary pressures continue to affect the wider market,” HUK said. “This follows the introduction of differential duty rates by the UK government, which encourage brewers to innovate at lower abv rates in support of consumers wanting to moderate their alcohol consumption.”
The move would also help support “pubs and retailers with a competitively priced classic lager”, it added.
It comes with off-trade sales of Foster’s having slid by 13.7% to £252.8m [NIQ 52 we 19 April 2025]. The brand unveiled a retro-inspired rebrand in May to try and reverse its fortunes, but sales and volumes remain in significant decline, data compiled for The Grocer’s annual Top Products survey will next month show.
Foster’s joins a growing list of beers to have been launched or reformulated since the introduction of new duty savings on beers at 3.4% abv and below in August 2023.
Others to have seen their strength reduced include Carlsberg Pilsner, Coors Light, Grolsch, John Smith’s and Sol.
Meanwhile, Foster’s also rolled out a 3% abv Proper Shandy last February.
Critics of the practice of “drinkflation” – where brands reduce the alcoholic strength of their products while leaving prices the same – argue it means shoppers are short-changed.
A study published in scientific journal Public Health last year found alcoholic drinks had become both weaker and more expensive since the UK’s alcohol duty system was reformed.
Carlsberg, however, has become more affordable since its abv change.
Pre-promotional prices across the traditional big four mults and Waitrose fell by 1.9% in the year to 25 February [Assosia].
No comments yet