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Brewers play role in ale reduction efforts

By Burton Mail  |  Posted: May 01, 2014

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BURTON-based brewers have been praised for playing their part in helping the drinks industry stay on target to remove one billion units of alcohol from its products by 2015.

A report on the progress made under the Government-backed Responsibility deal praised work by Molson Coors, in High Street, and Marston’s, in Shobnall Road, after they helped remove £253 million units of alcohol from their products between 2011 to 2012.

Marston’s reduced the alcohol level in its flagship ale, while Molson Coors released a selection of lighter beers to help with the industry wide efforts.

In the Department of Health report, a Marston’s spokesman said: “Promotion of our no alcohol beer still remains part of our off trade strategy.

“We have also reduced our national brand, Pedigree, from 5 per cent to 4.5 per cent.”

A spokesman for Molson Coors said: “We have pledged to deliver a 50 million unit reduction by 2015 as part of the one billion unit reduction pledge.

“This will be achieved via a combination of alcohol by volume reformulation of existing brands and delivering greater consumer choice of lower alcohol products.

“In May 2012, this began with the launch of Carling Zest, the biggest and most successful beer brand launch of 2012.

A second flavour of Carling Zest was launched in the autumn and then two flavours made available from spring 2013.”

Brigid Simmonds, British Beer and Pub Association chief executive, said: “Our brewers are making great progress in delivering the pledge in two ways,”

“They have adjusted the strengths of certain products, and are also being hugely innovative in bringing new, lower-strength products to market and giving consumers greater choice.

“Real progress has been made despite the fact that under advertising rules, brewers cannot promote lower-strength products.”

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