Heineken has announced that the alcohol content of its top-selling beer, John Smith's Extra Smooth, will be reduced from 3.6% ABV to 3.4%. The decision comes as the beer falls into a lower tax rate category for beverages under 3.5% ABV. Additionally, Heineken has revealed a 1.73% increase in the wholesale price of all their keg beers, likely resulting in higher prices for consumers at pubs.
Promoting Healthy Drinking and Consumer Preferences
Heineken has cited the growing consumer trend of choosing lower ABV (Alcohol by Volume) products as part of a balanced lifestyle as the reason behind the decision to lower the alcohol content of John Smith's Extra Smooth. The brewer believes that reducing the alcohol content of the UK's number one keg ale brand will remove millions of alcohol units across the country, aligning with their commitment to promoting moderation.
Following Carlsberg's Lead
Last year, Carlsberg made a similar move by lowering the ABV of its pilsner to 3.4% ahead of changes in the government's alcohol duty rates. This trend of brewers reducing the alcohol content of their beers appears to be in response to both consumer preferences and regulatory changes.
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