Heineken to lower alcohol in John Smith's - and raise the price by 2.5p a pint

By Robyn Black , 15-Jan-2013
Last updated the 15-Jan-2013 at 13:38 GMT

Related topics: Drinks & Brands News, Ale & Stout

Heineken has confirmed it will be dropping the alcohol content of its John Smith’s Extra Smooth beer from 3.8% to 3.6% ABV from next month.

The beer will drop from 3.8% to 3.6% ABV at the beginning of February

The beer will drop from 3.8% to 3.6% ABV at the beginning of February

Reports in the Financial Times estimate that Heineken is set to save £6.6m in duty per year from the move, which coincides with an increase in wholesale prices for the beer of 2.5p per pint that was announced last week.

The brewer has defended its decision however, telling the PMA that it will pass on part of the duty savings to pubs and clubs in the shape of lower wholesale price increases – its Foster’s brand for example is set to increase by 5p a pint wholesale at the same time.

The remainder of savings will be reinvested in into the brewing and marketing the brand, it said.

 “The move to 3.6% ABV is designed to bring John Smith’s Extra Smooth in line with competitor smooth ales that already sit at or below this alcoholic strength,” said a spokesman.

“Extensive research conducted with John Smith’s retailers and consumers consistently confirmed that a 0.2% reduction in ABV does not compromise on the taste and quality that has made the brand the UK’s most popular ale and we are confident that John Smith’s Extra Smooth will continue to lead the ale category going forward.”

It blamed the rising costs of energy and ingredients as well as rising beer duty for the move but confirmed that John Smith’s cask conditioned bitter will stay at 3.8% ABV.

Find us on Facebook

Spotlight

Q&A: New pub food allergy requirements

Q&A: New pub food allergy requirements

Whether or not you serve food in your pub, the balance between your culinary and administration skills...

5 of the Best Summer Drinks Trends in 2014

5 of the Best Summer Drinks Trends in 2014

Being obsessed with the weather is a very British thing. However, sunshine sells drinks, so it’s also...

BBQ menus ideas for pubs
Expert Insights

Expert Insights - BBQ Menus

Elliot Kuruvita looks at BBQ menu ideas from this year’s British BBQ Battle finalists

Morning Advertiser Jobs: The new online job board for the licensed trade

Morning Advertiser Jobs: The new online job board for the licensed trade

The Publican’s Morning Advertiser has launched a new online platform with everything you need to know about...

Follow us on