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

Are you going to London Wine Week?

Here in London, the second Wine Week has kicked off to coincide with UK wine trade event London Wine Fair. ...

BLOG

All aboard the Aperol bus

Commuting in London is a drag. It’s overcrowded, sweaty and rarely goes to plan. In fact, it’s enough to turn a person to drink....

BLOG

Diageo's echo quotes

When it comes to market speculation, a company holds the prerogative to comment or not. Most times it is the latter, but we journalists are always grateful for any quote that we can get....

BLOG

Carlsberg's rapid response sets the right tone

Carlsberg's Russian unit may be grinding down the gears, but its UK marketing team is proving to be no slouches. ...

just-drinks homepage



Forgot your password?