Heineken announcing this week that it is reducing the strength of “a leading brand” – thought to be the cider Strongbow – by 1pc alcohol by volume, from 5.3pc to 4.3pc as “just the start” of attempts to lower the alcoholic content of its drinks;
I\’m sure they\’re entirely happy to do this.
For booze is taxed on the level of alcohol in it. Reduce the level of alcohol and you redice the tax paid: not that this is likely to mean a cut in the price charged of course.
By anecdote, one of the Watney\’s brands was withdrawn from sale once alcohol levels had to be stated (might have been when Original Gravity had to be displayed) as it was so low in alcohol that it wasn\’t, legally regared as alcoholic.
They had, of course, been charging full whack for it….