Caffreys introduces weaker abv ale

The Irish ale Caffrey’s has modified its beer to help give publicans greater value in the on-trade ale category.

Released in 1994 and billed as a beer with “the taste of an ale, as smooth as a stout, cold as a lager” the re-worked product will have a lower abv.

From Monday (15 March), Caffrey’s Draught has had an abv of 3.8% in place of the original 4.2%.

Caffrey’s claims the change allows the venues serving their beer to “offer a premium product at a great price, maximise their profits and have a competitive offering”.

This change in abv will be supported with point of sale kits designed to explain the change and encourage consumers to try the product.

In addition, to drive incremental sales, Caffrey’s plans to run a “buy three and get one free next time you’re in” incentive in pubs.

Sales of ale on the on-trade have been declining in recent years but the market remains a large one, accounting for one in every three beers sold.

This amounts to five million barrels worth £3.5 billion a year to the UK on-trade.

Rupert Millar, 17.03.2010