The beer is currently brewed at 3.7% but will reduced to 3.4% from February next year as consumers continue to opt for lower-ABV options as part of a balanced and health-conscious lifestyle.
Heineken, which sponsors The Morning Advertiser’s Low & No Project, said the move reflected its commitment to offering a diverse range of beers and ciders as consumer preferences evolve.
Responsible choices
The global brewer added the new ABV would allow customers to benefit from more competitive pricing as inflationary pressures continue to bite and the changes to alcohol duty introduced earlier this year.
A Heineken UK spokesperson said: “The decision to adjust the ABV of Foster’s reflects our commitment to helping consumers make responsible choices, while supporting pubs and retailers with a competitively priced classic lager alongside a portfolio of brands across the price and ABV spectrum.
“Our master brewers have spent many months refining the recipe to ensure the taste remains unmistakably Foster’s - crisp, balanced, and refreshing.
Driving success
“Extensive consumer testing confirmed the new Foster’s delivers the same great taste and experience that consumers expect. With exciting new partnerships and advertising, we are committed to driving success with one of the nation’s most loved classic lagers.”
Earlier this year, Heineken, which operates some 2,400 sites under its pub arm, Star, also reduced the ABV of its Mexican beer brand, Sol, to 3.4%. At the same time, it announced a 2.97% price hike for its draught products in pubs.
Meanwhile, in September, a social media advert for the company’s Strongbow brand was banned by the Advertising Standards Authority (ASA) after a complaint it suggested alcohol was essential and took precedence over significant life events.