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A top drinks company has made the decision to lower the alcohol content of a popular lager, in a move which has divided punters. Heineken UK has said it will begin brewing its Foster’s Lager with a reduced Alcohol By Volume (ABV) in response to a shift in drinking habits. Foster’s currently sits at an ABV of 3.7% but will be reduced to 3.4% from February next year. This marks a further reduction from the 4% ABV the drink sat at in January 2023. Heineken says that the decision was made after noticing a shift in the drinking behaviours of its customers, who are now opting for drinks with a lower ABV as part of a healthy lifestyle. They added that the lower ABV meant better pricing options for consumers. The decision was also partially driven by inflation and changes to alcohol duty, which were introduced this year. According to a spokesperson from Heineken UK: “The decision to adjust the ABV of Foster’s reflects our commitment to helping consumers make responsible choices, while supporting pubs and retailers with a competitively priced classic lager alongside a portfolio of brands across the price and ABV spectrum. “Our master brewers have spent many months refining the recipe to ensure the taste remains unmistakably Foster’s – crisp, balanced, and refreshing.” The brewer has said the lower ABV will not impact the drinks’ flavour, having undergone “extensive consumer testing” to ensure it “delivers the same great taste and experience that consumers expect”. The spokesperson added: “With exciting new partnerships and advertising, we are committed to driving success with one of the nation’s most loved classic lagers.” This comes after popular beer Sol also had its ABV reduced from 4.2% to 3.4%, which allowed the brand to take advantage of a new lower alcohol duty. Heineken has also announced a 2.97% price increase for draught products in pubs. Heineken and Sol both operate under the same pub arm, Star.
