So according to the BBC Heineken have decided to reduce the ABV of John Smith’s from 3.8% to 3.6%. The reduction in strength will start to kick in on 4th February and by reducing the alcohol content it is claimed that Heineken can cut 2.5 pence off a pint at the trade level (whether this reduction will be reflected in the prices the average consumer pays at the pump is a question I think we can all answer).

By making the change, Heineken will apparently save themselves just over £6 million in beer duty. A move that Gideon over at the Treasury will be less than enamoured by one would imagine. Although I expect the bods over at the Treasury will come up with an ingenious scam proposal that will go towards getting the lost revenues back. Perhaps a tax on taste? Sorry, that wouldn’t apply to John Smith’s…

The 0.2% is largely an irrelevance (ignoring the beer duty side of things) because reassuringly a PR from Heineken has pointed out –

“Extensive research conducted with John Smith’s retailers and consumers consistently confirmed that a 0.2% reduction in ABV does not compromise on the taste and quality that has made the brand the UK’s most popular ale and we are confident that John Smith’s Extra Smooth will continue to lead the ale category going forward.”

That’s alright then.

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