UK: Carlsberg cuts Tuborg abv
Tuborg's abv is being reduced to 4% in the UK
Carlsberg’s UK unit has revealed it is reducing the abv on Tuborg to make the brand more “accessible”.
The beer’s abv is being reduced from 4.6% to 4% in “the coming months”, the Danish brewer said in a statement today (24 April). “Through our own and independent research, it’s become clear that our customers want a premium world beer at an accessible 4% abv,” a spokesperson said.
The brewer insisted the brand is performing well and has a “large number of loyal drinkers”, as UK volumes were up by 8% last year.
Carlsberg said the move will be “supported significantly”, with details to be revealed nearer the time.
“Our master brewers will ensure that neither the taste or enjoyment will be compromised and consumers will not notice a difference,” the spokesperson added.
The brand is sold in 70 countries, including most of Europe and Asia, but the abv reduction is being limited to the UK draught and packaged product, a Carlsberg spokesperson confirmed.
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