The Highs and Lows of UK Alcohol Labelling | How long before the NoLo beer category collapses?

 

UK Government proposals to raise the Alcohol By Volume (ABV) allowance on "Non-Alcoholic" beers could cause confusion among consumers. . . 

Making sense of modern UK Government guidance 

Recent years have seen a 'certain trend' emerge among British government officials.

A tendency to lie. A lot.

(or at the very least promote dubious claims)

And while the proof of the pudding is in the eating; the proof of a pint of beer (or its modern ABV) should be clearly established before drinking a drop.

Guinness 0.0 has proved popular since its re-launch in August 2021 

Not to make political points of government plans to re-categorise alcohol limits on NoLo beers. (1) Or predict an impending increase in Points on driving licenses - although the risk could well be looming!

So what's about to change on Britain's supermarket shelves and at the bar taps?

No and Low ABV beers: existing classification in the UK 

An 'Alcohol-Free' beer can currently contain up to 0.05% ABV.

And that would include market leaders like Guinness 0.0% and Heineken 0.0.

(orange juice for example, can easily contain 0.16% ABV or higher - so 0.05% is as good as it gets)

And this is the limit currently promoted by the Department of Health & Social Care. In 2018 their white paper Low Alcohol Descriptors Guidance advised that low alcohol beer can be up to 1.2%. However, Alcohol-Free beers must be below 0.05%.

And that's to comply with legal requirements which ensure "information is not misleading and that it is clear, accurate and easy to understand". 

Hear, hear!!

New proposals for No and Low ABV beer branding in the UK 

A white paper commissioned by the recent Health Secretary, Sajid Javid, is set to reframe the range of Low Alcohol beers: to include brews up to 3% ABV.

Now that's nothing too remarkable. Although older drinkers will recall a typical pint being almost 4% ABV before the 1980s.

So general public perception of Low Alcoholic beer has shifted over recent generations. And Government health campaigners are seeking to relax brand marketing to meet that challenge:

"Getting the alcohol down really low makes it much harder to make products that people like so, if you can promote better alcohol-free and low-alcohol drinks, that makes people more likely to switch from standard beers". (2)

But what of those on the other side of the alcohol awareness spectrum?

Well this is where things could make a lot less sense all too soon. . . 

'How so? I'll just order an ALCOHOL FREE pint' 🤷‍♀️

Just to recap: 'Alcohol-Free' is beyond brewing and packaging possibilities. 

But 0.05% ABV drinks should serve just as well - once ordered, or plucked from 'Non-Alcoholic' supermarket shelves. 

And that's the tricky part. . . 

Because Non-Alcoholic beers are not subject to any specific ABV limitation. It's a loose term: taken to mean 'Alcohol-Free' by most consumers.

So from next month, 'Non-Alcoholic beer' could be made available with up to 1% ABV

(you read that right but just to keep us all on track here)

'Non-Alcoholic beer' could be made available with up to 1% ABV 📈

Sure, 0.05% beers will still be available. There won't be any legal requirement to bring their ABV content up to 1%. And the whole system is really just voluntary advice for sales outlets.

But you could easily be served drinks at 1% ABV - if you request a non-alcoholic beer in a pub!

For the average drinker, it should be difficult to get drunk on that basis.  

However, consumers are diverse and many expect non-alcoholic beers to be pretty much alcohol-free. 

These include: 

• anyone on medications known to amplify the effects of alcohol
• pregnant pubgoers who have no wish to risk the health of their developing baby
• those recovering from alcohol addiction to whom trace elements can trigger further cravings
• religious folks who place intoxicating chemicals on the naughty list
• whoever has the car keys on a trip to the pub or restaurant
• and anyone whose experience of side-effects from alcohol is unusually severe - for whatever medical reason (or mystery)

The Drop Bear Beer range is a major craft beer success story at 0.5% ABV 

In the budgeting background, there are plans to reform Excise Duty while supporting the 'Great British Pub'. 

Beers, are still favoured with lower taxes despite the diversity among modern visitors to pubs. And of those beers:

• anything over 2.8% ABV is taxed at 19.08 pence per litre 
• for over 1.2% and up to 2.8% the tax is only 8.42 pence per litre

And provided the saving is passed on to customers: Low alcohol beers are currently free from Excise Duty at the tills. 

Cynics would say the existing status of NoLo beers lacks tax appeal 📉

Conclusion  

You know what they say: Always look at the label!

Each of us knows precisely what we wish to drink. 

And the rest is smoke and mirrors.

Silly shenanigans, whatever the motives may be.

"These go to 11"

If your idea of low alcohol beer is 3% - then it certainly is.

Just as Non-Alcoholic beers are Non-Negotiable for teetotallers. 

And if purchasing decisions get awkward at busy bars: then some will probably settle for soft drinks.

And that'd be a shame: if the lowest ABV beers become forced to compete with 'more appealing' brews of up to 3%.

When recent years have seen dynamic progress with 0.05% beverage taste and finesse.

It may well be de rigueur for politicians to pretend that up is down, or night is day; whenever it suits their style these days.

In the case of labelling consumer products - it's less clever than ever before.

Numbers don't lie.

Words have meaning.

And a 'Non-Alcoholic beer' at 1% ABV is about as valid as a slim slice of bacon at a 'vegan' picnic 🙃

1) The Drinks Business: 'Alcohol-free and low-alcohol beers to be allowed higher ABV'

2) The Times: 'Low-alcohol beer set to have more strength'

John M. Gilheany is a Copywriter available for Marketing Campaigns

Try 'A dash of Tonic!' sometime ✨