Brewers have allegedly been cutting the alcohol levels in popular beers – pocketing millions of pounds saved on tax – without reducing the cost to customers.
The Mail on Sunday said the move, dubbed ‘drinkflation’, means shoppers have been unwittingly buying weaker ale for months while being charged the same.
It mirrors ‘shrinkflation’ – cuts in package sizes and portions introduced by food manufacturers and supermarkets. But critics say drinkflation is more insidious because there is no change in the shape or size of bottles and cans – and they contain the same amount of liquid.
Read the full article on the Daily Mail website
NAM Implications:
- Key is the perception in the eyes of the consumer…
- …with quality of explanations being critical given that consumers are becoming more savvy.
- And Letter-of-law vs Spirit-of-Law pack text will not suffice…
- Not all alcohol suppliers will ‘drinkflate’…
- …instead seeing an opportunity to optimise any brand switching arising.
