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
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
Last month, SPI Group unveiled its latest advert for Stolichnaya in the US. Its an amusing little number that caries the instruction: Drink what you want. The “I am man” ad looks to distance Millennia...
Who do you work for? I ask, merely to draw your attention to just-drinks’ company pages....
This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...
- A Wild Geese, Pernod Ricard conspiracy theory?
- Coca-Cola Beverages Africa - A new powerhouse
- Can craft breweries compete in lager arena?
- Remy Cointreau's Q1 performance by brand, region
- SABMiller's Q1 2017 results - Preview
- Diageo starts formal talks over UK pension cuts
- Diageo silent on United Spirits job losses
- New Hendrick's Gin would have to be "unusual"
- AB InBev faces US$7bn price rise for SABMiller
- Wild Geese gets Australian nod in Pernod legal row
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends