Heineken waters down John Smith's because 'Brits no longer want strong beer'

31 January 2024 , 20:33

568     0

The beer is the latest to cut its ABV (Image: Getty Images/iStockphoto)

John Smith’s bitter has become the latest beer to slash its alcohol strength - as owners Heineken announced price hikes across their draught range.

The Dutch brewing giant said its top-selling John Smith’s Extra Smooth will be reduced from 3.6% ABV to 3.4%. This means the firm can take advantage of the new, lower rate of tax on booze under 3.5%.

It came as the company has slapped a 1.73% wholesale price rise on all keg beers - including its flagship lager - which comes into effect this Monday (February 5). Hard-pressed landlords battling inflation, sky-high energy costs and crippling business rates are likely to be forced into passing on the increase to customers.

Heineken claimed the decision to make John Smith’s weaker was about promoting more healthy drinking. A spokesperson said: “We know consumers are increasingly choosing lower ABV products as part of a balanced lifestyle.

John Smith has cut ABV to 3.4% (Getty Images)

“Acknowledging this trend we have made the decision to brew John Smith’s Extra Smooth at a slightly lower ABV. Reducing the alcohol content of the UK’s No.1 keg ale brand removes millions of alcohol units across the UK - aligned to our long held position of promoting moderation.” He said brewers spent many months perfecting the new version - brewed at Tadcaster, North Yorks - to “ensure the same classic taste”.

'I stopped drinking booze on dates and it made life much more exciting'

Addressing the price hike on all draught lagers and ales, he said: “We have made considerable efforts across the business to reduce costs and drive efficiencies so that we can minimise the impact of inflation for our customers.”

Danish rivals Carlsberg last year lowered the strength of its pilsner to 3.4% ahead of the Government’s beer duty rule changes. Some of Britain’s best known beers including Spitfire, Old Speckled Hen and Bishops Finger all had their ABV slashed last year in a trend dubbed ‘drinkflation’.

Natasha Wynarczyk