On November 11th, Heineken UK announced that it will reduce the alcohol content of its Foster's beer based on consumers' changing drinking habits.
Foster beer currently has an alcohol content of 3.7%, but it will decrease to 3.4% from February next year as consumers continue to choose beer with lower alcohol content in pursuit of a balanced and healthy lifestyle.
Heineken stated that this move reflects its commitment to providing a diverse range of easy to pull beer and apple cider as consumer preferences change.
Heineken added that the new alcohol content will enable consumers to enjoy more competitive prices due to continued inflationary pressures and the alcohol tax reform introduced earlier this year.
A spokesperson for Heineken UK stated, "Adjusting the alcohol content of Foster beer reflects our commitment to helping consumers make responsible choices, while providing bars and retailers with competitively priced classic lager beer, as well as a range of products covering different price and alcohol content ranges. Our brewers have spent months improving the recipe to ensure that its taste maintains Foster beer's unique refreshing, balanced, and fresh characteristics. Extensive consumer testing has confirmed that the new Foster beer has the same deliciousness and experience that consumers expect. Through new partnerships and advertising, we are committed to making this nationally beloved classic lager beer a success
Earlier this year, Star, a bar business unit under Heineken, operated approximately 2400 stores and also reduced the alcohol content of its Mexican beer brand, Sol, to 3.4%. At the same time, Heineken announced a 2.97% increase in the price of bar draft beer products.
Meanwhile, in September of this year, social media advertisements for the Strongbow brand under the company were banned by the UK Advertising Standards Authority due to complaints that suggested alcohol was a necessity and prioritized over important life events.
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