Heineken to make beer weaker
Dutch brewer Heineken is making one of its most popular brands weaker this week in an effort to reduce costs. The post Heineken to make beer weaker appeared first on The Drinks Business.
Dutch brewer Heineken is making one of its most popular brands weaker this week in an effort to reduce costs.
From 25 February, Heineken will reduce the alcohol of its Sol beer brand to just 3.4% ABV down from from 4.2% ABV.
The beer, which was originally brewed in Mexico before it was acquired by Heineken from Fomento Economico Mexicana SAB (FEMSA) in 2010 in a deal worth £4.8 billion, is now produced in Zoeerwoude in the Netherlands.
According to reports via The Sun, increased cost pressures facing the sector have also pushed the decision for beer companies to make the move to bring the strength down on some beers. This includes the Asahi-owned Dark Star beer Hophead which has seen a reduction from 3.8% ABV to 3.4% ABV.
One of the reasonings for the change is down to the beer companies looking to avoiding the amount of duty which needs to be paid for beers over a certain strength.
The move to reduce the alcohol within beers to navigate the tax rate on products has also reportedly been a move brands like Stella Artois, Foster's and Old Speckled Hen, among others have also recently made.
Earlier this month, Heineken said that in 2024 it had sold more beers around the world to meet consumer demand for premium brews and revealed a “solid” set of results for last year showing both “profit expansion” and growth.
Heineken also warned about there being weak consumer sentiment in Europe, but admitted that it has still forecast profits to grow between 4% and 8% in 2025.
The beer giant also reported a 1.6% increase in the volume of beers sold globally during 2024, compared with 2023, partly driven by premium trends. Notably this trend contributed to a 9% jump in volumes of Heineken, with its Birra Moretti brand also having sold well. Added to this, its non-alcoholic brand Heineken 0.0% also enjoyed volume growth by a 10th year-on-year.
The company also noted that the presence of its Spanish lager brand Cruzcampo in British supermarkets had also led to a strong 2024.
db has reached out to Heineken for further comment on the ABV reduction.
From 25 February, Heineken will reduce the alcohol of its Sol beer brand to just 3.4% ABV down from from 4.2% ABV.
The beer, which was originally brewed in Mexico before it was acquired by Heineken from Fomento Economico Mexicana SAB (FEMSA) in 2010 in a deal worth £4.8 billion, is now produced in Zoeerwoude in the Netherlands.
According to reports via The Sun, increased cost pressures facing the sector have also pushed the decision for beer companies to make the move to bring the strength down on some beers. This includes the Asahi-owned Dark Star beer Hophead which has seen a reduction from 3.8% ABV to 3.4% ABV.
One of the reasonings for the change is down to the beer companies looking to avoiding the amount of duty which needs to be paid for beers over a certain strength.
The move to reduce the alcohol within beers to navigate the tax rate on products has also reportedly been a move brands like Stella Artois, Foster's and Old Speckled Hen, among others have also recently made.
Earlier this month, Heineken said that in 2024 it had sold more beers around the world to meet consumer demand for premium brews and revealed a “solid” set of results for last year showing both “profit expansion” and growth.
Heineken also warned about there being weak consumer sentiment in Europe, but admitted that it has still forecast profits to grow between 4% and 8% in 2025.
The beer giant also reported a 1.6% increase in the volume of beers sold globally during 2024, compared with 2023, partly driven by premium trends. Notably this trend contributed to a 9% jump in volumes of Heineken, with its Birra Moretti brand also having sold well. Added to this, its non-alcoholic brand Heineken 0.0% also enjoyed volume growth by a 10th year-on-year.
The company also noted that the presence of its Spanish lager brand Cruzcampo in British supermarkets had also led to a strong 2024.
db has reached out to Heineken for further comment on the ABV reduction. 
