HomerJSimpson
Hall of Famer
Brewery waters down beer in effort to cut 23p tax per can
A major beer brewery has announced is is cutting the ABV strength of one of its lagers in order to cut nearly a pound in tax for every four cans it sells.Grolsch Premium Pilsner has become the latest to suffer from so-called "drinkflation", with the strength of Dutch beer dropping to 3.4% ABV from 4.0% in the UK.
It carries a strength of 5% ABV elsewhere in Europe - and was sold as such in the UK 10 years ago.
Its brewer, Asahi, relaunched the lager in the UK at 4.0% in 2020, but is now cutting it further in response to alcohol duties enacted by the previous government in August last year.
This latest reduction in Grolsch's strength will save Asahi UK 23p in excise duty for every 440ml can sold.
It comes as sales of the Dutch beer have failed to live up to expectations.
"Following much analysis, we decided to reformulate Grolsch to a new ABV of 3.4%, which went into market earlier this year," an Asahi spokeswoman told The Grocer.
"We are confident this still delivers an excellent premium beer that will appeal to a broad range of consumers."
Only the start I fear and other brewers must already be doing this even if it isn't known widely. Anyone noticed a difference