In response to shifting customer tastes, Heineken UK has announced plans to reduce the alcohol content of its well-known Foster’s Lager. After being reduced from 4% in 2023, the lager’s Alcohol By Volume (ABV) will decrease from 3.7% to 3.4% starting in February of next year. This is the second reduction in two years.
The shift, according to the business, is indicative of an increasing trend among consumers who are opting for lower-alcohol products as part of healthy lifestyles. The decision was also impacted by this year’s changes to alcohol duty and rising inflation.
According to a Heineken UK representative, the action “supports responsible drinking while ensuring pubs and retailers can offer a competitively priced lager.” They stated that in order to maintain the drink’s distinctive crisp and well-balanced flavor, the company’s master brewers had spent months refining the new recipe.
Heineken told consumers that the updated brew has undergone “extensive consumer testing” to guarantee it maintains the same quality and drinking experience that Foster’s lovers expect, and that the reduced ABV will not affect the flavor.
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