Greene King to lower ABV of premium ale

Greene King is lowering the alcoholic strength of Old Speckled Hen from 5.2 per cent to 4.5 per cent in a bid to boost sales.

The change comes following research with over 500 licensees and customers who said that while they enjoyed the taste of the premium ale, they found it too strong.

By dropping the ABV, the team behind the changes expect that drinkers will see it as more accessible and less as an occasional treat.

Managing director of Greene King Brewing Company, Justin Adams, said: "Feedback from our drinkers is that they love the full flavour of Old Speckled Hen, but a significant number find it too strong."

Greene King has also pledged to pass on the entire duty saving to the wholesale price, meaning that licensees may make a £2,300 additional profit by selling 30 barrels of the new 4.5 per cent, compared to the existing 5.2 per cent.

Greene King has promised that while the alcohol content of Old Speckled Hen will be lower, the taste, ingredients and brewing process are not altered.

The launch of the new lower ABV drink will take place on August 21, and licensees will receive a range of point-of-sale material including new pump clips and point-of-sale material.

At the same time the ABV of Old Speckled Hen Smooth will go up from 4.3 per cent to 4.5 per cent to bring all the products in line.

The changes are also being accompanied by redesigned logos, and bottles will features a glass imprint of a fox near the bottom.