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Heineken UK has announced plans to lower the alcohol strength of Foster’s beer in the UK to 3.4%. This reduction from the current 3.7% level is aimed at making the lager eligible for lower rates of alcohol duty. By cutting the alcohol content, Heineken hopes to provide customers with more competitive pricing, thanks to the resulting decrease in tax charges. This change is scheduled to take effect by February, marking the second time in the past three years that Foster’s alcohol percentage, or ABV, has been adjusted.
The decision to reduce the alcohol strength of Foster’s comes in response to changes in UK government policy, which have incentivized brewers to offer lower alcohol options. A new system of alcohol duties based on strength was introduced by the government in August 2023, making less alcoholic beers and ciders relatively cheaper compared to their higher alcohol counterparts. Following this trend, other competing brews such as Carlsberg Pilsner, Sol, Coors Light, and Grolsch have also been reformulated to have an ABV below 3.4% to qualify for the lower rate of tax in the UK. Despite the change, Heineken reassured consumers that they would not notice any difference, after extensive consumer testing.
Heineken emphasized the importance of aligning with the ongoing shift in beer-drinking trends towards lower-ABV options, citing a growing preference for a balanced and health-conscious lifestyle. The brewing giant’s master brewers have spent considerable time refining the Foster’s recipe to maintain its distinct taste – crisp, balanced, and refreshing. While Heineken expects a global decline in beer sales next year due to consumers cutting back on spending, the UK market has shown resilience amidst falling beer volume sales worldwide. In addition to Foster’s, Heineken also produces beers such as Birra Moretti, Sol, Strongbow cider, and its namesake Heineken, and operates nearly 2,400 pubs in the UK through its subsidiary, Star Group
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