Heineken to reduce alcohol in major brand

14 March, 2011

Heineken UK has pledged to reduce the abv content of one of its major drinks brands by 2013 as part of the drinks industry’s responsibility deal with the government.

But the supplier has declined to confirm speculation that the brand in question is Strongbow.

The company said the move would remove 100 million units of alcohol from the UK market each year.

Heineken has also pledged to distribute branded glasses with alcoholic unit information in the on-trade.

Managing director Stefan Orlowski said: “These two pledges represent a great start to what we hope will be a long-term shared plan to improve alcohol awareness and reduce alcohol harm.”

The company said it had “shared other pledges” with the Department of Health.

Earlier today, six health lobby groups announced that they had refused to sign up to the responsibility deal pledges because it was felt they didn’t go far enough.

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