The company is set to water down its booze percentage in an apparent move to save money on tax. It follows a number of similar moves in a trend known as ‘drinkflation’
Carling is watering down the alcohol percentage in its beers in a bid to save money on tax. The beer brand is cutting the alcohol known as Alcohol By Volume (ABV) in its flagship lager from 4% down to 3.4% making the beer weaker.
The major beer brand is the latest to cut down their alcohol percentage in a move to save money on tax in a trend that has been dubbed “drinkflation”. The changes are due to hit supermarkets from October.
The reduction of alcohol content will only apply to the UK and will not hit other markets as the Carling beers in Ireland will not be affected by the change.
The change means the beer brand will have to pay less tax on the lager after new beer duty rates came into effect in the UK in 2023. The shake up sees beers with an ABV between 1.3% and 3.4% taxed at a rate of £9.96 for every litre of pure alcohol.
But beers with an ABV between 3.5% and 8.4% are taxed at a much higher rate of £22.58 for every litre of pure alcohol. Carling owner Molson Coors has said the beers will still have the same “perfectly balanced and refreshing” taste regardless of the drop in alcohol content.
The firm claimed that taste testing found that the drinkers preferred the weaker lager when compared to the original. A spokesman said: “Extensive consumer testing has shown that the 3.4% liquid delivers the taste consumers expect from Carling – with the 3.4% lager ranking higher for overall taste.”
Over recent years Carling has battled declining sales as shoppers have moved away from the standard beer in favour of foreign alternatives.
Ryan McLaughlin, brand director for Carling at Molson Coors, said: “Carling has always been about bringing people together – whether that’s watching the football, catching up with mates or simply enjoying a beer responsibly at home.
“By evolving our range and investing behind the brand, we’re making sure Carling continues to offer something for different tastes and occasions, while keeping the great refreshment people know and love. Alongside the launch of Carling Black Label, this gives our fans more choice than ever before within the Carling family.”
The development follows a Daily Star investigation that found top names like Fosters, Amstel, John Smith’s and Sol all contain less alcohol in them nowadays than a few years ago.
Some have gone from as much as 5% to just 3.4%. And campaigners have accused big breweries of taking advantage of government tax breaks and not passing on savings to consumers.
Tim Webb, of the Campaign For Real Ale (CAMRA) said: “Beer tax in the UK is absurdly high, and we support the principle that a lower ABV should mean a lower tax rate. Global brewing giants, however, have diluted their recipes to hit the lower tax band, without reducing prices, and sometimes hiking them. This is something that independent brewers simply can’t afford to do or won’t do because it will compromise quality.
“Giant brewing corporations can get away with this, because the UK allows them to control too much of the beer market, excluding the smaller independent brewers that brew most of the UK’s more interesting beers. We know that choices the Government has made on business rates and taxes are pushing up prices for consumers. But here, it’s in the gift of the global brewers to keep prices steady for consumers, but they don’t seem to care.”
He said the Government must now use an “Access to Market Review” to significantly reform the stranglehold global giants have over the beer and pub trade “so that independent brewers are allowed fairer access to pubs and can spark some real competition and consumer choice”.
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