Carling Original is reducing its alcohol content from 4.0% to 3.4% ABV in October, keeping the same bottle size and price. This trend is known as "drinkflation," a coinage based on shrinkflation.
Other Brands Joining the Trend
Foster's has already dropped from 4.0% to 3.4% ABV over the last three years, and Sol went from 4.2% to 3.4% in 2025. Carlsberg, Grolsch, John Smith's, Coors, and Amstel have also reduced their alcohol levels.
Why Are They Doing It?
The move is not about consumer preference or health. It is driven by changes to alcohol duty in 2023. Packaged beer between 3.5% and 8.4% ABV attracts a levy of £22.58 per litre of pure alcohol (about 41p a pint for a 4.0% beer). For beer below 3.5% ABV, the duty is just £9.96 per litre (about 19p a pint).
Taste and Brand Strategy
The company claims the 3.4% version ranked "higher for overall taste" in consumer tests. They also introduced a stronger Black Label version at 4.7% in February, creating a "value-premium price ladder" within the brand.
Do say: “Alcohol duty must strike a difficult balance between raising revenue and improving health.”
Don't say: “3.4%? My urine is stronger than that.”
