Blog: Carlsberg catches up on low-strength lager trend

James Wilmore | 14 February 2013

Carlsberg has today revealed its hand in the battle over low-abv beers in the UK. 

The Danish brewer's first new launch into the 2.8% and below category is a citrus version of its namesake lager called, imaginatively, Carlsberg Citrus. I guess it does what it say on the tin. (Incidentally, the brewer lowered the abv of its Skol brand to 2.8% in 2011, but Citrus is its first new launch in the category).  

This trend in the UK towards new low-strength beers, Molson Coors has Carling Zest (2.8%), A-B InBev has Rolling Rock (2.8%), is for three main reasons.

Partly to offer health-conscious consumers more choice. 

Partly to fulfil a pledge to remove a a billion units of alcohol from products per year by December 2015, as part of the government's responsibility deal. 

But also, and perhaps as tellingly, it makes business sense. The goverment cut duty rates on beers at 2.8% and below back in 2011, as a way to "tackle problem drinking by encouraging industry to produce, and drinkers to consume, lower-strength beers". 

Carlsberg points to Nielsen figures in its press blurb today showing that the lower- strength beer category is growing 50% year-on-year. 

A government policy that's boosting profits and helping public health? Well fancy that.  

Follow me on Twitter @jamescwilmore


BLOG

Bartender tip shows softer side to Diageo's World Class cocktail battle

This week, Diageo held a UK semi-final for its global World Class cocktail competition. ...

BLOG

People want to drink beer in cafes

The rules have changed. The goal posts have... gone? ...

BLOG

To the morgue for Thai drink drivers

Would the thought of working in a morgue stop you from drink driving? ...

BLOG

Heineken plays 'hard' ball in US cider

You would be forgiven for thinking that the US cider boom is over. Sales growth of as much as 90% in the past few years has shrunk to double figures. ...

just-drinks homepage



Forgot your password?