DRINKFLATION
‘No point drinking it’ slam beer drinkers as popular lager brand slashes alcohol strength
Scroll to find out which other big brands are reducing the strength of their booze
DRINKERS of a popular beer are going hopping mad after it slashed its alcohol strength.
Grolsch has become the latest lager to slash its booze content.
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The Dutch Pilsner has gone from 4% alcohol by volume (ABV) to 3.4%, according to .
It comes after the beer was relaunched in the UK by brewer Asahi in 2020 after being discontinued the previous year due to a decline in popularity.
Before the relaunch, it was sold at 5% ABV and it continues to be sold at this higher strength in Europe.
Writing on X, formerly known as Twitter, one punter said: "Another once decent beer, ruined.
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"I used to be quite partial to the old 5% Grolsch on draught a few years back. Just who exactly are these 3.4% beers aimed at?"
Another wrote: "@Grolsch_UK just thought I’d let you know that 3.4% is not a premium pilsner is anyone’s book but yours.
"I hope there will be a price drop correlated with the drop in strength?"
A third blasted: "At 3.4% there is no point drinking it."
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Asahi told The Grocer it had “learnt a lot” about “consumer preferences and evolving consumption trends” after previously reducing Grolsch's strength.
A spokeswoman added: "Following much analysis, we decided to reformulate Grolsch to a new abv of 3.4%, which went into market earlier this year.
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"We are confident this still delivers an excellent premium beer that will appeal to a broad range of consumers."
The Sun has contacted Asahi for comment.
Drinks have been taxed by alcoholic strength since August last year when a new alcohol duty regime came into effect.
The change means that drinks are now taxed according to strength rather than type.
Since its introduction, brewers have been reducing alcohol content, while keeping prices the same.
Under the system, producers save between 2p and 3p per bottle or can.
Several big-name brands reduced their alcohol content since the change.
Kronenbourg, which recently rebranded to 1664 Bière, has gone from 5% ABV to 4.6%.
Brewer Carlsberg Marston said British punters preferred weaker drinks.
Hophead has also been reduced from 3.8% ABV to 3.4%.
While John Smith’s Extra Smooth has gone down from 3.6% ABV to 3.4%.
The phenomenon has become known as "drinkflation", similar to "shrinkflation".
How to save money buying alcohol
Alcohol can be pricey if you’re planning a party or hosting an event but there are ways to cut costs.
It’s always important to drink responsibly, here, Sun Savers Editor Lana Clements share some tips on getting booze for the best price.
Stocking up can mean big savings on drinks, especially if you want to buy wine or fizz.
The big supermarkets regularly offer discounts of 25% when you buy six or more bottles of wine. The promotions typically run in the lead up to occasions such as Bank Holidays, Christmas and Easter.
If you know you are going to need booze later in the year, it can be worth acting when you see offers.
Before buying your preferred drink make sure you shop around to find the best price – you can use a comparison site such as pricerunner.com or trolley.co.uk.
Don’t forget that loyalty cards can unlock better savings so make sure you factor that in too.
If you like your plonk, wine clubs can also be a good way to save money and try new varieties. You’ll usually have to pay a membership fee in return for cheaper price so work out if you will be buying enough to make the one off cost worthwhile.
What is shrinkflation?
Skrinkflation is when manufacturers shrink the size or quantity of a product but keep the price the same.
This means that consumers will end up paying more for the same amount or product.
They do this to help them to cope with rising costs of producing an item.
A large hit to profit margins may push a company to reduce the size of its products rather than push up the price.
You can often spot shrinkflation if a company redesigns its packaging or uses a new slogan.
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It is often used in the food and drink industry but can also happen in almost all markets.
But companies often risk putting off customers if they notice that they are getting less for the same price.
Do you have a money problem that needs sorting? Get in touch by emailing [email protected].
Plus, you can join our Facebook group to share your tips and stories
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