Carlsberg Export is to receive a 0.2% ABV reduction in both the on and off-trade in the coming weeks.
Remaining tight-lipped, the brewer would say only that the move is due to “market dynamics”.
Molson Coors, meanwhile, is making the same cut to its bottled 5% ABV Cobra this month. Currently, there are no plans to change the draught Cobra’s ABV.According to Adrian Davey, managing director of the Cobra Beer Partnership, the ABV reduction is part of an investment programme to grow the brand further in 2012.
“The quality and smooth taste of Cobra is our first priority. Our independent research found consumers were not able to discern any change in flavour or strength and that the lower ABV offers even more refreshment,” Davey said.
The duty saving, said by Molson Coors to be part of a bigger plan to stimulate the beer category, will also fund additional investment in the brand.
Davey added: “Our marketing activity plans have increased to £5m from £3m in 2011. There will be a range of new initiatives, all of which are designed to increase the rate of sale of Cobra, growing the brand and generating more profit for our customers.”
The news comes in the wake of AB InBev’s decision to cut the ABV of Stella Artois, Budweiser and Beck’s brands from 5% to 4.8%. It is widely anticipated that Heineken will cut the ABV of one of its leading brands later this year.
