Big beer brand cuts alcohol from lager, and fans say it’s ‘shocking’

A major brand has sparked outrage after dropping the alcohol strength of its lager. Kronenbourg 1664, recently renamed 1664 Bière, has gone from five to 4.6 per cent ABV – with punters and drinkers up and down the UK livid over the changes.

One punter gushed: “It’s shocking, nothing like the original.” Another wrote: “Another beer bites the dust in the UK.” A spokesman said: “Many UK beers are produced at a lower ABV than those in Europe, based on consumer preferences and category norms.

“Through our collective brewing experience, we are able to produce great beers with a little less alcohol to deliver great taste and quality.” It comes as a new study has revealed that two-thirds of beer and wine sold in British pubs are substandard.

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The Chartered Trading Standards Institute (CTSI) carried out 137 test purchases and found that 96 drinks were not full. CTSI chief executive John Herriman said: “Although this is a snapshot, it is the first time we have been able to build a national picture of how widespread short drinking is.

“The potential detriment to the average consumer of around £115 each year suggests that more comprehensive research is needed to better understand the impact of short measures, not just for alcoholic drinks, but across a wider range of consumer goods.” .

He continued: “We are calling on the hospitality sector to ensure that consumers get value for money by ensuring they measure the drinks they serve to customers in the nation’s pubs and bars correctly and for further research into this area.”

Kronenbourg 1664 is the sixth most popular beer in the UK, after Guinness, San Miguel and Heineken. Bulmers cider is in fourth sport, with Corona fifth. Below Kronenbourg is Stella Artois and another cider in the form of Thatchers Gold.