1. Hugh

    Well I hope the rationale is true. Brewers in Europe have been reducing and heavily marketing premium beers that have have less alcohol to avoid paying excise duty in various jurisdictions. The drinks cost the same to make. According to market analysts Nielsen cutting Stella Artois’ abv by 0.2per cent from 5% to 4.8% saves AB InBev an estimated £8.6million a year in duty based on its off-trade sales alone. I wonder if Beam are looking at similar metrics.

    (As for diluting whisky in the first place….just don’t!)

  2. I do like a bit of ice in mine … I like how the flavor open right as the ice starts to melt.

    The savings figures on the tax are major.

  3. Hugh

    …and I now see there is a lawsuit against Anheuser-Busch claiming they have been watering down 10 American beer brands to increase profits (http://www.bbc.co.uk/news/business-21597076). You got to feel sorry for the poor old confused (but not due to excessive drinking of course) consumer.

  4. amazing and ridiculous. Glad they were found out … and even happier I’m not a customer.

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