Carling Original is reducing its alcohol by volume (ABV) from 4.0% to 3.4%, effective October 2025. The brand joins a growing list of British beers that have lowered strength while maintaining the same packaging and price—a practice dubbed "drinkflation."
What is drinkflation?
Drinkflation is a term coined from "shrinkflation," where companies reduce product quantity without lowering price. In this case, alcohol content is cut while size and cost remain unchanged. The current wave began in 2023, driven by changes in alcohol duty.
Which brands are affected?
Several major beer brands have reduced ABV: Foster's dropped from 4.0% to 3.4% over three years; Sol decreased from 4.2% to 3.4% in 2025. Carlsberg, Grolsch, John Smith's, Coors, and Amstel have also lowered levels. According to industry reports, these moves are not about consumer preference or health, but profit maximization.
Why reduce alcohol content?
The 2023 alcohol duty reform created a steep tax break for beers below 3.5% ABV. Packaged beer between 3.5% and 8.4% ABV incurs a levy of £22.58 per litre of pure alcohol—about 41p per pint for a 4.0% beer. In contrast, beer at 3.4% ABV is taxed at £9.96 per litre, roughly 19p per pint. This nearly halves the duty, saving brewers significant costs.
Carling claims its 3.4% version scored "higher for overall taste" in consumer tests. To offset potential pushback, the company launched a stronger Black Label variant at 4.7% in February, creating a "value-premium price ladder" within the brand.
Impact on consumers
Drinkers may not notice the gradual change, but the cumulative effect could reduce overall alcohol consumption. However, the primary driver is economic: lower duty means higher margins for brewers. As one industry analyst noted, "Alcohol duty must strike a difficult balance between raising revenue and improving health." Critics argue the tax structure incentivizes weaker beer, potentially undermining public health goals.
