Heineken UK to Lower Foster’s Lager Alcohol Strength to 3.4%
Brewer cites duty break on sub-3.5% ABV beers and promises unchanged taste and competitive pricing
Consumers of Foster’s lager in the United Kingdom are being alerted to a forthcoming change in the drink’s strength as Heineken UK announced plans to reduce its alcohol by volume (ABV) from 3.7 % to 3.4 % starting in February.
The move follows earlier reductions and aligns Foster’s with the brewer’s strategic shift in response to recent government changes to alcohol duties.
The brewer explained that under the updated UK duty regime, beverages with an ABV at or below 3.4 % attract a lower tax rate than stronger brews.
“Customers benefit from more competitive pricing because of the lower duty charge,” a company spokesperson stated, while emphasising that “the recipe has been refined to ensure the taste remains unmistakably Foster’s – crisp, balanced and refreshing.”
This adjustment marks the second time in three years that Foster’s ABV has been lowered—from 4.0 % to 3.7 % and now to 3.4 %—as part of a broader trend across the sector.
The brewer noted that UK drinking habits are shifting towards lower-ABV options, in part driven by health-conscious consumers.
Industry data shows that sales of beers with ABV under 3.5 % doubled in the UK in 2023 compared with 2022, propelled by the duty reform and growing consumer preference for lighter beers.
According to the brewer, the latest change “supports pubs and retailers with a competitively priced classic lager alongside a portfolio of brands across the price and ABV spectrum.”
While the taste adjustment has been extensively consumer-tested, some observers note that customers may notice the difference in strength.
Whether the lower duty saving is passed fully onto consumers in pricing remains under close watch in the on-trade and retail sectors.
The shift comes as Heineken reported that UK beer volumes had bucked the global trend of decline but signalled that next-year sales would likely fall amid broader consumer budget pressures.
Heineken UK, which operates nearly 2,400 sites under its Star Group pub division, reiterated its commitment to “helping consumers make responsible choices and offering value.” With the change in place by February, Foster’s will join a growing number of mainstream lagers adapted in response to tax incentives, evolving habits and cost pressures.
The move follows earlier reductions and aligns Foster’s with the brewer’s strategic shift in response to recent government changes to alcohol duties.
The brewer explained that under the updated UK duty regime, beverages with an ABV at or below 3.4 % attract a lower tax rate than stronger brews.
“Customers benefit from more competitive pricing because of the lower duty charge,” a company spokesperson stated, while emphasising that “the recipe has been refined to ensure the taste remains unmistakably Foster’s – crisp, balanced and refreshing.”
This adjustment marks the second time in three years that Foster’s ABV has been lowered—from 4.0 % to 3.7 % and now to 3.4 %—as part of a broader trend across the sector.
The brewer noted that UK drinking habits are shifting towards lower-ABV options, in part driven by health-conscious consumers.
Industry data shows that sales of beers with ABV under 3.5 % doubled in the UK in 2023 compared with 2022, propelled by the duty reform and growing consumer preference for lighter beers.
According to the brewer, the latest change “supports pubs and retailers with a competitively priced classic lager alongside a portfolio of brands across the price and ABV spectrum.”
While the taste adjustment has been extensively consumer-tested, some observers note that customers may notice the difference in strength.
Whether the lower duty saving is passed fully onto consumers in pricing remains under close watch in the on-trade and retail sectors.
The shift comes as Heineken reported that UK beer volumes had bucked the global trend of decline but signalled that next-year sales would likely fall amid broader consumer budget pressures.
Heineken UK, which operates nearly 2,400 sites under its Star Group pub division, reiterated its commitment to “helping consumers make responsible choices and offering value.” With the change in place by February, Foster’s will join a growing number of mainstream lagers adapted in response to tax incentives, evolving habits and cost pressures.
