Heineken UK will cut the alcohol strength of Foster’s in the British market from 3.7% Vol. to 3.4% Vol. by February 2026, according to BBC and The Independent. The change follows the UK government duty structure introduced in August 2023, which rewards brewers for producing beers at or below 3.4% Vol., enabling more competitive pricing for pubs and retailers facing continued cost pressure.
The company said extensive consumer testing showed no perceptible change in taste, with its master brewers refining the recipe to maintain the brand’s signature crisp and balanced profile. Off-trade sales of Foster’s declined by 13.7% to GBP 252.8 million (USD 316.6 million) in the year to April, according to data from NIQ, reflecting a tougher market environment. Rising costs, fragile consumer sentiment and increasingly tax-driven pricing dynamics have created challenging conditions for brewers across the UK (inside.beer, 31.1.2025)
The reformulation marks the second alcohol reduction within three years, after a previous adjustment from 4.0% Vol. to 3.7% Vol. in January 2023 (inside.beer, 19.6.2023). Foster’s joins other major lagers—including Carlsberg Pilsner, Coors Light and Grolsch—which have also been lowered to 3.4% Vol. or below to benefit from preferential duty rates.
The Foster’s brand has undergone significant ownership changes over the past decades. Originally developed by Foster's Group in Melbourne in 1888, the brewery was later acquired and ultimately integrated into Carlton & United Breweries. After becoming part of SABMiller in 2011 and later transitioning under AB InBev, the Australian business was sold in 2020 to Asahi Group Holdings. Today, brand rights vary by region: Heineken controls production and distribution in Europe and Latin America, while Molson Coors holds the rights in the United States and Canada.
Across these markets, ABV levels vary according to local strategies and brand rights. In Australia, where Asahi manages production, Foster’s is typically brewed at around 4.0% Vol., representing the classic profile familiar in its home market. In Europe, Heineken generally brews Foster’s at 4.0% Vol., maintaining consistency across most countries. In the United States and Canada, where Molson Coors owns the rights, the beer is sold at around 5.0% Vol., positioning it as a slightly stronger mainstream lager compared to its European and Australian counterparts.
