Booze firm to cut strength of popular beer in weeks and drinkers will be furious
A MAJOR booze firm is set to slash the strength of one of its best-loved beer — and drinkers won’t be happy.
Coors is dropping the alcohol level of its lager from 4% to 3.4% in the coming weeks, joining a growing list of brands watering down their booze.
The change coincides with a £6 million brand investment, as Coors seeks to attract younger drinkers who are increasingly opting for lower-strength beverages.
This shift follows the introduction of a new alcohol duty system in August 2023.
It means drinks are now taxed according to strength rather than type and drinks with ABV’s of 3.5% or over are taxed more than those below this figure.
Since the introduction of the new system, brewers have been reducing the strength of their beers to 3.4% in order to avoid the higher duty, while keeping prices unchanged.
The move has become known as “drinkflation”, a play on “shrinkflation”, which sees retailers make products smaller while keeping prices the same.
This strategy is commonly employed by businesses to offset increasing production costs.
A large hit to profit margins may push a company to reduce the size of its products rather than push up the price.
You can often spot shrinkflation if a company redesigns its packaging or uses a new slogan.
It is often used in the food and drink industry but can also happen in almost all markets.
What other brands have slashed alcohol content?
The move by Coors is the latest blow for beer lovers as more brands quietly tweak recipes while keeping prices similar.
Earlier this year, Heineken dropped the alcohol level of its SOL brand drinks from 4.2% to 3.4%.
Grolsch was cut from 4% to 3.4% last year, leaving fans furious.
The beer, relaunched by Asahi in 2020 after being scrapped the year before, was previously sold at 5% ABV.
Kronenbourg saw its alcohol content drop from 5% to 4.6%, with Carlsberg Marston’s insisting it could still “deliver great taste and quality” despite the change.
Hophead, brewed by Asahi-owned Dark Star, also fell from 3.8% to 3.4% last year as part of a major revamp across the range.
Banks Amber Ale was reduced from 3.8% to 3.4% in mid-2023 as part of a move to encourage “moderation” among drinkers.
John Smith’s Extra Smooth, the UK’s No.1 keg ale, had its ABV trimmed from 3.6% to 3.4% to support healthier drinking habits according to Heineken.
Fosters, the Aussie-themed lager, had its alcohol level cut from 4% to 3.7% back in 2022 as part of Heineken’s drive to meet demand for lower-alcohol drinks.
In other news, pubgoers in Burnley, Lancashire, can get the cheapest pints for as low as £2.50, according to data analysed by small business comparison site Bionic.
The analysis looked Google searches, social media trends data, and the popularity and fame of different alcohol brands.
Why pubs are pushing up prices?
However, as a whole prices for pints are on the up.
The latest figures come after the British Beer and Pub Association warned the average cost of a pint across the UK will rise from around £4.80 to £5.01.
It said pubs are expecting to raise their average prices by 21p.
Figures from the Office of National Statistics (ONS) found the cost of a pint of draught lager in pubs jumped almost 3% in the year to January 2025.
Pubs say they have been forced to push up prices because of a series of cost increases announced in last October’s Budget.
They say the only way they can stay open is to pass the raised costs on to customers.
Simon Dodd, chief executive of Young’s, said the chain planned to increase its prices by between 2.5% and 3%.
Wetherspoons also recently hiked the price of some of its drinks and meal deals by up to 30p.
Meanwhile Heineken increased the price of its draught beer by an average of 2.97% for pubs in February.
How to save money buying alcohol
Alcohol can be pricey if you’re planning a party or hosting an event but there are ways to cut costs.
It’s always important to drink responsibly, here, Sun Savers Editor Lana Clements share some tips on getting booze for the best price.
Stocking up can mean big savings on drinks, especially if you want to buy wine or fizz.
The big supermarkets regularly offer discounts of 25% when you buy six or more bottles of wine. The promotions typically run in the lead up to occasions such as Bank Holidays, Christmas and Easter.
If you know you are going to need booze later in the year, it can be worth acting when you see offers.
Before buying your preferred drink make sure you shop around to find the best price – you can use a comparison site such as pricerunner.com or trolley.co.uk.
Don’t forget that loyalty cards can unlock better savings so make sure you factor that in too.
If you like your plonk, wine clubs can also be a good way to save money and try new varieties. You’ll usually have to pay a membership fee in return for cheaper price so work out if you will be buying enough to make the one off cost worthwhile.