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A8(a). Alcohol Unit Reduction
1 January, 2013
Submitted: 30 April, 2015
Please list the actions that your company has undertaken in the last reporting year (e.g. product reformulation, serving size control, new product development, supportive promotional or marketing activity) and where possible provide data to indicate the scale of the activity.
The update provides you with an opportunity to describe the progress you have made on delivering against this pledge and the changes you have implemented in order to deliver this commitment. You may wish to indicate if your delivery plans for this pledge had to be modified and whether there were any unintended consequences that arose from your delivery of the pledge.
If you have more detailed information that you would like to share with the Department of Health but making it public might be detrimental to your business, this information can be provided on a confidential basis by sending it directly to RDalcoholnetwork@dh.gsi.gov.uk. Make clear on the email that the information is confidential, including a brief explanation of why this is necessary. This information will then be used for internal monitoring and evaluation only and details will not be published without the company's permission.
(2000 characters limit):
In 2014 we reported that we had exceeded our target to remove 100m units from the market. Removing 155.7 million units from the market by end March 2014. By end March 2015 this figure increased to 180.8 million units.
This includes the reductions reported in our 2014 update for bottled and canned Strongbow from 5.3% to 5% and John Smith’s from 3.8% to 3.6%. In addition we:
- reduced the ABV of Jacques cider from 5.5% to 4% in April 2014
- launched Foster’s Radler 0% in March 2014
- launched two new 2.8% Bulmers moderation variants – five fruit harvest and Indian summer – in March 2014
- launched Old Mout at 4% in March 2014
The figures also reflect on-going sales of Strongbow Pear at 4.8%, Strongbow Dark Fruit at 4% and Bulmers flavours variants at 4% against the cider category standard of 5%.
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