Foster’s lager drinkers in the UK will soon see a reduction in alcohol content from 3.7% to 3.4%. Heineken UK, the brewer of Foster’s, indicated that this change will make the lager eligible for lower rates of alcohol duty, potentially resulting in more competitive pricing for consumers.
This alteration is scheduled to take effect by February and represents the second reduction in alcohol percentage for Foster’s within three years. Heineken UK’s decision aligns with recent UK government policy changes encouraging lower-alcohol beverage options. In August 2023, the government implemented a new system of alcohol duties based on beverage strength, making lower-alcohol beers and ciders comparatively less expensive than their higher-alcohol counterparts.
Several rival brands, including Carlsberg Pilsner, Sol, Coors Light, and Grolsch, have also adjusted their formulations to achieve an alcohol by volume (ABV) below 3.4%, allowing them to qualify for the reduced tax rate in the UK.
Heineken assured consumers that taste differences would be unnoticeable, citing “extensive” consumer testing. According to the company, its master brewers have refined the Foster’s recipe to ensure it remains crisp, balanced, and refreshing. The brewing giant noted a “continued shift” in consumer preferences towards lower-ABV options as part of a health-conscious lifestyle.
Heineken also recently forecast a decline in global beer sales for the next year amid rising pressures on household budgets. However, the UK market appears to defy this trend, with rising beer volume sales attributed to the economic situation of consumers. In addition to brewing beers like Birra Moretti and Strongbow cider, Heineken operates nearly 2,400 pubs in the UK through its Star Group subsidiary.
Source: https://www.bbc.com/news/articles/c4gzw99w17go?at_medium=RSS&at_campaign=rss