UK: Carlsberg considering the future of its super-strength brands

Carlsberg is considering a range of options in the UK over its super-strength lager brands Special Brew and Skol Super, including cutting their ABVs, as part of the country's government's Responsibility Deal.

The brewer announced late last month it will meet a pledge to stop selling cans containing four units of alcohol or more. The 50cl formats of Special Brew and Skol Super, both with an ABV of 9%, do not currently meet this pledge.

The Danish firm's UK unit is looking at changing the size of serve for the brands, or reducing their strength, industry sources report. Any changes will be made by this autumn.

Skol Super is only available in a 50cl can, while Special Brew currently comes in 50cl and 44cl cans and a 27.5cl bottle.

“It is clearly down to individual consumers how they drink our products, but to help create this responsible drinking environment, we will be reviewing our portfolio and withdrawing any single-serve cans containing over four units of alcohol from sale during 2015,” said Bruce Ray, Carlsberg UK's corporate affairs director.

Last July, Carlsberg's rival Anheuser-Busch InBev confirmed it was stopping production of its 9% abv Tennent's Super Lager in the UK as part of the Responsibility Deal.

The move was included in a series of new pledges unveiled by the UK's Home Office as part of an agreement between the drinks industry and the Government, first established in 2011. The Public Health Responsibility Deal is aimed at cutting alcohol abuse in the UK and is seen as a way of avoiding legislation.

14 January, 2015